Giving a DC coworking space the brand sophistication to compete with WeWork.
Capitol Collective had the space, the location, and the amenities. What they lacked was a brand that could stand shoulder-to-shoulder with venture-backed competitors charging twice the price.
Their original branding felt like a startup's first Canva attempt — a forgettable wordmark, no cohesive signage system, and marketing materials that undermined their premium pricing. Corporate clients were touring but not signing. The space spoke luxury; the brand whispered amateur.
We positioned Capitol Collective as what WeWork promises but rarely delivers — a workspace that's genuinely local, genuinely premium, and genuinely built for the DC professional.
The new identity system draws from DC's architectural heritage — clean geometry, monumental proportions, and a restrained color palette of slate, ivory, and brass. We designed a comprehensive environmental graphics system covering everything from lobby signage to room numbering to elevator wraps.
Occupancy rate within 8 months
Social following growth in one year
Corporate partnerships secured
"Before Simplicity, we had a beautiful space with an ugly brand. Now our identity matches our ambition. Corporate clients stopped comparing us to WeWork — they started choosing us over WeWork."
— Aisha Thompson, Co-Founder & CEO
