Island – HBD.

HBD understood that the way we use and interact with workspaces has fundamentally changed. For their new flagship workspace, Island, they needed a brand that would break away from typical workspace identities and appeal to Manchester’s creative community – positioning this innovative space as designed for people, not just business.

We delivered a brand strategy and identity that captured Island’s unique approach to blending architecture, interiors, technology and culture in a way that’s all about sustainability.

Our positioning was clear and direct: ‘Designed for happy humans’. This translated into an honest and playful tone of voice with statements such as: “Use less. Do more” and “Work healthier”– language that built Island’s unique proposition as a workspace focused on people, place and planet.

While a suite of colourful illustrations by Klaus Krammerz showcase the different ways we work, bringing how people use the spaces to life and adding personality to the brand – essential for a well-above-average workspace.

Island recently achieved practical completion and successfully secured its first major tenant: Virgin Media O2, validating the brand’s appeal to forward-thinking businesses seeking more intelligent, sustainable ways of working.