FORM
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Strategy & Messaging
Digital Design
FORM. is a next-generation operating partner for office buildings - combining hospitality-driven service with smarter, more profitable workspace models. Coot was brought in early to define the strategy, build the identity, and create the tools needed to bring the concept to life and take it to market.
The Challenge
FORM. needed to communicate something complex in a simple, confident way. Its model combined real estate, operations, and hospitality - targeting landlords, investors, and partners who expect clarity, quality, and credibility. The challenge was to create a sharp brand that felt built for performance - clear, distinct, and ready to scale.
What We Did
Coot shaped the FORM brand from first principles - defining not just how it looks, but how it thinks, speaks, and sells.
- Naming and brand positioning
- Verbal identity and messaging hierarchy
- Visual identity: logo, type, palette, layout system
- Website structure and design direction
- Decks, brochures, and branded templates
- Tailored pitch materials for specific audiences - investors, landlords, workspace operators, and universities
- Onboarding and internal comms templates and automation flows
- Brand guide and launch materials for internal and external use
- Partner dashboard interface to give landlords real-time insight into building performance
The Result
FORM launched with a clear message, confident presence, and all the right tools. The brand now underpins major partnerships, workspace rollouts, and investor conversations. Every touchpoint is considered—designed to inspire trust, reflect quality, and make complexity feel simple.
