Case Study #01—
onsite
Strategy, brand and architectural design for a company that provides amenity services to office buildings across the US.
Case Study #01—
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Tourmaline Capital Partners, a rapidly expanding commercial workplace developer, targets strategic office buildings across the U.S. to elevate their offerings and implement top-tier amenity spaces. To define and brand this unique offering—tailored to the post-pandemic transformation of workspaces—they needed a holistic approach that blended business and brand strategy with spatial and operational design. In a market where differentiation is crucial, Tourmaline recognized that future success hinges not only on providing physical spaces but also on crafting compelling narratives and enriching user experiences.
A strategy-driven process was employed to distill Tourmaline's unique offering into a cohesive brand strategy. Key deliverables included:
As Project Lead, I played a key role in managing the six-month process that clarified the client’s business model and developed a cohesive brand connecting their offering with prospective users. My responsibilities included:
A double-diamond process (Discover, Define, Develop, Deliver) was employed to engage all stakeholders and deliver a customer-centric solution.
Workshops with the client clarified project goals and ambitions, helping to define the brand’s value proposition and the overall product experience.
Our desk research analyzed amenity offerings in comparable properties nationwide, focusing on program details, square footage, and user experience.
This in-depth exploration of the client’s ambitions and market insights distilled initial concepts for the brand experience. The term “social workplace”—a space designed for both work and social interaction—emerged as a key value differentiator for the brand.
The primary outcome of the discovery phase was a clearly defined brand value proposition, articulating what the brand delivers to its customers and highlighting its unique offering.
The value proposition breakthrough established a clear framework for developing both a design strategy-aiming to write a playbook for the consistent design of (Onsite) spaces and experiences-and a visual identity for the brand.
Recognizing the four pillars of the brand as equally important to the experience was a key differentiator. Therefore, we dedicated effort to defining and providing clear guidelines for each of them.
Alongside the design strategy, we developed the brand's visual identity to give create to a comprehensive brand book, including graphic assets, marketing collateral templates, signage & wayfinding guidelines, digital strategies, and more.
The program strategy, central to the overall experience, was defined through three key components: (I) spatial layout, (II) experience drivers, and (III) program elements.
Along with other considerations, the program strategy makes up for a playbook that ensures design consistency across locations, allowing users to identify the brand through its cohesive experience rather than solely its aesthetics. Early in the project, the system was tested on real properties, delivering concept design packages.
The service strategy was build around four blocks: (I) the arrival experience, (II) the food and beverage offering, (III) the ability to plan your day around wellness, work and social schedules, and (IV) the in-house help provided to achieve your goals. In addition to creating a playbook for implementing the service strategy across all locations, we developed tailored strategies for existing locations by mapping user personas and experience blueprints to better understand the specific needs of each case.
A tailored list of employees was developed for each location based on its specific needs. Since human interaction is a key aspect of the brand, each proposed role was accompanied by a defined set of responsibilities and a persona description.
This leg of the brand refers to the digital touchpoints that enable users to engage with the experience and personalize their workday. A comprehensive strategy was developed for the necessary digital products, outlining key functionalities, user experience, and objectives for each. I also contributed to integrating the brand into the tenant's app and setting the tone for the marketing website. All products are now live (see "Digital Products" section below).
After gaining a comprehensive understanding of the company’s goals and unique values, we engaged in a collaborative process with the client to find a name that captured the brand’s spirit. Through a structured approach, we evaluated over 500 options across multiple sessions, distilling the essence of the message to identify the perfect name.
Once the Onsite name was finalized and vetted, three distinct visual identity options were presented, complete with examples, to demonstrate their potential alignment with the brand’s value proposition.
The final logomark, approved by the client after several iterations, was designed to embody the brand’s core purpose of leveraging spaces, people, services, and technology to deliver a differentiated experience. An animation was used to showcase the logomark’s ability to represent the brand as an operating system—an active partner driving continuous momentum. Building on Concept A from the previous session, the logomark was seamlessly integrated into the wordmark.
The final logomark, approved by the client after several iterations, was designed to embody the brand’s core purpose of leveraging spaces, people, services, and technology to deliver a differentiated experience. An animation was used to showcase the logomark’s ability to represent the brand as an operating system—an active partner driving continuous momentum. Building on Concept A from the previous session, the logomark was seamlessly integrated into the wordmark.
As part of the brand's initial marketing efforts, we designed and oversaw the production of several brochures and leaflets, which were distributed to potential customers and investors.
The brand book included design direction and initial UX for both the marketing website and the tenant's app. Both products are live and in-use now.
Given the spatial nature of the brand’s offering, we developed extensive guidelines for the design and production of signage and wayfinding elements, reinforcing the brand’s goal of delivering a holistic experience beyond the physical space. A comprehensive design system—including material palettes, technical drawings, and production methods—was provided to ensure brand consistency.
Various branded elements were designed and produced to enhance the brand’s presence in the space, with a particular focus on Onsite employees and F&B environments.
The branding portion of the engagement with the client ended with the delivery of two documents: a Pitch Deck to present to investors and potential clients, and a Brand Book with tailored guidelines for a consistent application of the new brand.