Singapore Design Awards 2016

Communication: Branding (Gold)

The Challenge

Sensing a shift in the nature of today’s new economy enterprises and the way the modern generation works, JustGroup saw an opportunity to cement its position in the work space solutions category with a new co-working offer. The challenge was doing so in a manner that differentiates it from the rife of smaller players that target clear niche segments.

The Insight

Leveraging on the Group’s existing serviced office business, the JustCo brand was borne – a movement to enhance various dimensions of work in the new economy by providing an open, dynamic co-working environment that give emerging businesses and individuals the flexibility and opportunity to work together and drive growth in the new economy.

With simplicity, fairness and relationships forming the cornerstone of its value system, the JustCo identity naturally played on the ‘US’ embedded in ‘JUST’ to emphasise its focus on community building. This honest, grounded personality sets the tone for the brand design language and makes a palpable presence in the messages carrying the ubiquitous ‘just’ and bringing it into the co-working space’s interior, as well as the wide range of marketing and communication materials designed to engage throughout the customer journey.

The Impact

As Singapore’s largest service provider of co-working space, JustCo filled almost all of its space within three months of opening, and counts some of the most well-recognised tech firms on the planet as its clients. JustCo has since opened more outlets in Singapore and is set to continue on an aggressive growth trajectory.