CLIENT
LOCO Space
LOCO Space
PROJECT DURATION
2020 - Oct 2021
SERVICES
Branding
Creative Direction
Website Design
Photography
Illustration
Interior Design Direction
Social Media Strategy
Interior Design Direction
Social Media Strategy
Content Creation
Organic Marketing
Organic Marketing
ABOUT
LOCO is a modern and community driven and dog friendly coworking space in the heart of downtown Toronto. Their purpose is to support innovative local businesses and startups that contributes to bettering our world, by providing 6000 sqft of open and private spaces, a wide range of memberships, and community events.
OBJECTIVE
Bring the space to life by creating a brand identity cohesive with its messaging and targeted audience, which are modern startups and entrepreneurs. This includes designing all visual materials, online presence, physical space, and creating a personality for the brand to authentically connect with its community.
OUR APPROACH
As a designer who worked in many corporate environments in the past, I have experienced dreadful environments - white rooms with no window and no natural light. LOCO is a unique coworking space designed with member wellness and productivity in mind, a startup for startups.
The website is designed to be modern and friendly to stay consistent with LOCO's branding. We worked with Jasmine Williams Media (who we discovered through the Make Lemonade community!) for website copy, she absolutely nailed it and perfectly captured personality of the space.
We incorporated large areas of carefully selected vibrant colors in the physical space, which will lift up everyone's moods instantly while not be disruptive to their work. Working closely with the construction team and interior designer Next Level Designing, we added many curves into the space to make it more organic and friendly, matching the curved exterior of the building.
Private office paint mockups, final photos, lounge furniture sourcing, and carpet layout design.
MURAL ART
We were fortunate to work with the super talented Hello Kirsten for the lounge mural. I fell in love with her piece Elegy For Lake Ontario at a local art exhibition Miotas/Myth and knew she was perfect for LOCO.
Kirsten has a unique painting style that beautifully mixes together patterns and colors. However, the lounge is meant to be used as a cafe style work environment, so we have to reduce the complexity in the mural while keeping the uplifting mood. Kirsten was so kind to go through many revisions with me until we arrived at the final piece.
SOCIAL MEDIA STRATEGY
Our approach to social media is always focused on human connection. The purpose of platforms like Instagram is to bridge the gap between the company and consumer, it should not be filled with constant promotions and advertisements to sell.
We created LOCO's account with the following content pillars: Building progress, local business shoutouts, educational posts for startups and entrepreneurs, supporting social causes, aesthetically pleasing photos of Toronto and LOCO Space, collaborations and giveaways involving local small businesses, and promotional posts with call to action for website clicks.
Huge thanks to my team for helping me bring LOCO to life, what a long journey! I still remember the first day I stepped into this empty concrete room. Thank you all for trusting me and my vision, I couldn't have done it without any of you!
Creative Director & Lead Designer: Momo Yang
Designers: Elsa Amri, Janet Sohn, Kristen Chung, Jade Clarke
Website Illustrations: Hannah Park
Photographer: Nika Zbasnik
Instagram Engagement: Aundrea Miller
Creative Director & Lead Designer: Momo Yang
Designers: Elsa Amri, Janet Sohn, Kristen Chung, Jade Clarke
Website Illustrations: Hannah Park
Photographer: Nika Zbasnik
Instagram Engagement: Aundrea Miller
