Go Work

Rebrand for Indonesia’s Most Premium Workplace

Identity, Ritual Experience

GoWork is Indonesia’s top premium office space with a mission to help companies thrive, by providing inspiring and fully-equipped workspaces. By creating a thoughtfully designed co-working space, GoWork not only provides a productive and collaborative environment, but also builds an eco-system of tools and a network of support to help the teams grow. In last February, GoWork and another leading Indonesian co-working brand Re-Work announced their merger as Go-Rework. After the merger, GoWork and Re-Work will still remain as two independent brands, cooperating with each other to provide Indonesians with high-quality and flexible working spaces. The mission of Creative Capital (CC), therefore, is to bring the new GoWork a brand-new visual identity and branding solution, which could keep consistent with the former GoWork while also communicate its new brand identity as GoWork of Go-Rework.

Helping Modern Thinkers Redefining the Concept of Work

CC was inspired to customize the branding concept for GoWork to be modern, casual, and vibrant. In the working space, tenants could be fully equipped with amenities and tools while be provided with services as if in a luxury hotel. As for brand rituals, CC provided suggestions of onsite services to enrich their in-store culture. In addition, by instilling the client’s brand spirit into visual identity, CC hopes to build GoWork as a premium boutique workspace where modern thinkers could redefine the concept of work.

Since WeWork has a brand mission of “creating a world where people work to make a life, not just a living”, CC would like to help GoWork to move one step ahead – providing a space where modern thinkers work, to make a premium and boutique life. Inspired by Re-work’s brand DNA in retailing and recreation, CC designed the new GoWork as "less monotonous, more inspirational, less industrial, more urban".