A scalable brand system championing sustainable growth

As part of NSI NV, a public Dutch real estate company, HNK was born out of the need to utilise unrented spaces.
 

Since then, HNK has expanded to nine locations nationwide, offering businesses from solopreneurs to global enterprises the ability to rent office spaces that grow flexibly as they do.

The pandemic accelerated the shift to remote, hybrid, and co-working models, presenting an opportunity for HNK to double down on its new value proposition — offering space-as-a-service.

HNK’s fragmented and inconsistent branding needed an overhaul to effectively communicate this new direction.

NSI approached us to create a holistic brand ecosystem that weaves a consistent narrative throughout a prospect’s journey, from the first touchpoint all the way to the moved in tenant experience.

We embarked on a complete transformation of HNK’s brand identity, starting with an in-depth immersion and strategy workshops. Due to the lockdown restrictions, teams had to adjust all workshops for a remote-first context—a workflow that has now become a core part of our offering.

Through stakeholder interviews and an exploration of tenant and business-leader priorities, we identified a core focus on harmony between the workplace, people, and the planet. This insight shaped the work on the brand and visual identity, which was aligned under the new tagline:


HNK — Offices to grow

A scalable brand system for the years ahead — together with the HNK team, we created a holistic brand experience. We packaged it into a brand book and guidelines that briefed architects, interior designers, catering providers, marketing, and other parties, enabling HNK to create value for its people, the workplace, and the planet.