At the onset, we conducted in-depth surveys of 91S hubs and went deep into understanding the company's design standards, implementation guidelines and challenges. This was followed by us building a framework for both the HUB and the BRAND. One that addresses the twin objectives of:
- retaining and increasing the HUB membership, and
- creating a unique and new brand identity for 91S
Our teams developed design strategies with 91S after analysing various components of their business ecosystem. Density vs experience, brand values, work culture, geo culture, real estate, revenue streams, segments, HUB communication, HUB operations, HUB events, HR, technology, wellness & sustainability. All, with the HUB member at the core.
Our innovations in the HUB design system are intended to bring about dynamic transformations and behavioural changes all that spell ease and efficiency while staying true to the 91S brand identity. Deep-rooted in this system are the concepts of modularity, versatility, timelessness, technology, sustainability, Environment Health & Safety, physical security and affordability. Skillfully brought together by a careful consideration of materials, function, aesthetics, and detail.
