CD Rebrand Concept

In the fall of last year, The Old State was tasked with reimagining what the Common Desk brand could look like. Ultimately, a change that was this far from the current brand wasn't right for Common Desk at the time—but it was still really fun to build on a brand that's been so near and dear to me.

After analyzing the Common Desk assets, the thought of including a Texas-inspired star shone through. However, we tasked ourselves with thinking more deeply about the star and it’s overall relationship to the brand. Thus, the “Roam” was born.

Inspired by the ancient pole star, the "Roam" (like the people of Common Desk) signifies a place of magnetic center. Historically, some of the most creative thinkers move around to find inspiration. We found this fitting, as a longtime credo of coworking often communicates freedom and the ability to roam at will.

And most simply, the Roam is also an asterisk—which implies there’s more to be understood or discovered.

Be sure to peep the additional assets that are attached...including what it would have been like to use the "Roam" out in the wild, and the numerous lockups that would have been implemented as well.

Role: Brand Strategy, Creative Direction, Design
Copywriter: @Taylor Vieger

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