Nestworks Workplace Society
Rebranding a Family-friendly Workspace Concept
Nestworks is an exciting concept for a shared, family-friendly workspace in Vancouver that will offer childminding and other family-friendly spaces along with co-working and meeting spaces and private offices. Since personal sustainability and work/life balance are key drivers at Backyard Creative, we were thrilled to support the non-profit organization behind the concept by rebranding this startup.
Using the original Nestworks wordmark as inspiration, which reflected a birds nest, we set about examining and deconstructing the elements of a nest and reimagining them in a more modern context. Balance was the underlying theme throughout this project, to reflect a look and feel that was calm and playful, clean, airy and lively, to appeal to various target audiences.
After extensive creative exploration, the resulting logo moves away from the literal nest image, but hints at it through the round logo shape and the twig graphic element. The brand fonts reflect a clean and modern brand aesthetic, while the orange, grey and white colour palette aim to inspire a fresh, lively feeling.
Another important consideration for this rebrand project was the Nestworks space itself, and how the brand will translate into a physical space that will house both the fun energy of children and professional work areas. The brand also builds in the capacity for extension to other locations/cities in the future.
We are proud to have contributed to the evolution of this innovative work/life concept and look forward to seeing Nestworks come to life in Vancouver.
Creative Direction: Lisa Hemingway // Graphic Design: Keiko Lee-Hem // Project Management: Madelen Ortega