Working Projects
Working Projects is a real estate investment and development firm focused on repositioning underperforming assets. It combines hands-on operational strategy with a sharp eye for long-term potential. Coot was brought in to create a brand that reflected confidence, clarity, and real-world commercial credibility - without feeling overly corporate or dry.
The Challenge
The brand needed to speak to two very different audiences: institutional partners and creative operators. It had to feel serious and investable, while still reflecting a bold, forward-thinking approach to place-making. Above all, it needed clarity. Too many real estate brands hide behind jargon - Working Projects needed to say what it does, how it works, and why it wins.
What We Did
Coot delivered the full Working Projects brand - building a strategic and visual identity that stands up in both investor and public-facing contexts.
- Naming and brand architecture
- Strategic messaging framework and tone of voice
- Logo, palette, typography, and layout system
- Website structure and design
- Investor deck design and content direction
- Editable templates for brochures, project one-pagers, and pitch decks
- Visual system for showcasing live, in-progress, and completed developments
- Internal tools for onboarding new partners and presenting project metrics
- Integration of the broader Working Ventures ecosystem into the brand narrative
The Result
A confident, flexible brand that balances financial credibility with creative edge. Working Projects now has the tools to present clearly to investors, build trust with partners, and showcase its developments with purpose. It feels serious without being soulless - and that distinction is the difference.
