The Challenge

FoundrSpace (pronounced “founder space” or just “founder” for short) is a place for coworking and community for the modern professional, located in Rancho Cucamonga, CA. The concept of coworking, made famous by spots such as WeWork, Knotel, and Regus, have set the bar for providing communal spaces with beautiful interiors, top-notch amenities, and services that come with their memberships.

Being Rancho Cucamonga’s first coworking space, FoundrSpace saw an opportunity to become a staple in the Rancho community. As with most coworking spaces, the brand, aesthetic, and interior design play giant roles in creating an environment that people feel comfortable and productive working in.

The Process

As of recent, Ontario and other patches inside the Inland Empire have been gaining a reputation as up-and-coming work, business, and commerce hubs. The target audience for FoundrSpace consists of working individuals, creatives, or those who take pride and ownership in whatever it is they do for a living.

The Foundr logo consists of a word mark and a flag icon. The flag and Foundr name both symbolize claiming one’s stake, ownership, passion, and responsibility taken in their particular job, craft, or line of work.

The color palette works together with black and white to create a fresh, inviting, natural look and feel across the Foundr brand.

The secondary variations of the Foundr logo are a company crest and emblem made of the name and tagline, invoking a feeling of tradition, heritage, and longevity. It can be used in places where a “stamp of approval” is needed, or in areas where a circular version of the logo is appropriate.

FoundrSpace circular sticker badge design.

The Results

The goal for FoundrSpace’s website was to create a clean, colorful, straightforward, and informative experience targeted to Inland Empire and Pasadena locals.

As a part of the marketing campaign, print advertisements in local shopping centers and malls throughout the Inland Empire area help inform locals about the space.

Complete list of services: Research (Consumers, Archetypes), Insight & Planning, Brand Heart (Purpose, Vision, Mission, Values), Naming, Messaging (Tagline, Value Prop, Pillars), Voice & Tone, Copy Writing, Logo, Illustration, Identity (Color, Typography, Elements), Imagery, Social Media, Advertisements, Collateral (Packaging, Stationery, Apparel, Print), Squarespace, E-commerce & Retail, Branded Content, Photography, Videography, Motion Graphics, Styling, Casting