HNK

A scalable brand system championing sustainable growth.

Challenge

Following accelerated growth in remote, hybrid, and co-working models, flexible office space HNK approached Your Majesty to redesign the entire brand and visual identity.

Solution

Insights from in-depth workshops informed us of a focus on the harmony between the workplace, people, and the planet. Bringing all of this together, we agreed on the positioning “HNK — Offices to grow”. To support this, we designed a holistic brand ecosystem that weaves a consistent narrative throughout a prospect’s journey.

Outcome

A scalable brand system that can be used for many years to come. It enables HNK to brief architects, interior designers, catering providers, marketing and many more stakeholders, ensuring a consistent experience every step of the way.

BRAND EXPRESSION
Brand Strategy
Visual Identity
Messaging
Content & Assets

HNK — Het Nieuwe Kantoor translates to “the new office" and offers flexible workplaces across The Netherlands.

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 right identity for the new direction

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

A red green thread narrative from A to Z

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

By interviewing stakeholders and exploring tenant and business leader priorities, we identified a core focus on the harmony between the workplace, people, and the planet. This insight shaped our work on the brand and visual identity, which we aligned under the new tagline:

HNK — Offices to grow

Outcomes

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