MyBASE Brand Identity
Client: MyBASE
Role: Art Director, Lead Designer
Contribution: Branding / Marketing Strategy
MyBASE is a co-working space based in Hong Kong. During the Covid, stay-at-home order presents a specific set of challenges to a lot of people especially given the tight living situation in Hong Kong. It is pretty much impossible for most Hong Kongese to squeeze out a home office space. MyBASE provides a cozy and spacious open workspace for students and workers. They also host creative events time by time to engage with more potential customers.
Mission
Deliverables
Brand Positioning
Brand Story
Brand Identity
Brand Guidelines
Sub-brand Guideline
Icon System
Photography Style
Marketing Materials
Posters at subway station
I was entrusted to rebrand MyBASE to break the stereotype about working spaces while creating a fun, contemporary but trustworthy brand experience.
Study/working space in Asia was often stereotyped as tense and serious. We want the brand to feel dependable while breaking this stereotype. Adding the bright orange is a big step to provide a fresh brand identity to this co-working space. A working space does not have to be “quiet” and boring, it can also be fun and motivational.
Icons and Design System
The MyBASE design system reflects the brand’s mission to unite comfort, creativity, and community in a modern, minimalist way. A clean, energetic color palette and the interplay of rounded and sharp corners—echoing the logo—create visual consistency across all touchpoints. The result is a dynamic yet cohesive design language that embodies the spirit of MyBASE: an inviting workspace that inspires productivity and connection within Hong Kong’s compact urban landscape.
Infographic for MyBASE Coffee
