Fora
Bringing workplace ambition to life
Background
In 2022, Fora merged with The Office Group to become a single premium offering in the serviced workspace sector, all under the Fora name. The result was a diverse portfolio of spaces and, by building number, the largest serviced office footprint in London. But scale alone was not enough.
After a year of awareness-level messaging, the brand needed a clearer communications platform; one that could express its nuance, sharpen its difference, and create real aspiration around the product.
Our task was to create a unifying strategic idea that could hold together different audiences (brokers, members, decision-makers), while helping Fora stand apart in a category crowded by aesthetic cues and lifestyle language.
How we got there
Through stakeholder interviews, research, competitor review and site visits, we found a category talking in familiar shorthand. Flexible workspace brands were leaning heavily on polished design, premium amenities, and the promise of a better answer to working from home. Much of it felt surface-level: beautiful environments, aspirational imagery, and broad claims designed to appeal to everyone.
Fora had something more meaningful to say. Again and again, we heard that what makes the brand different is not just how its spaces look, but what they do for people and businesses. Its scale creates opportunity, not uniformity. Its hospitality and operations remove friction in ways members feel every day. Its neighbourhoods, buildings, and wider community shape a working life that feels more energising, more ambitious, and more productive.
Defining our positioning
This brought us to Fora’s bold space: Where work comes alive.
We wanted to capture the spirit of a brand that is full of movement, intent, and possibility. These are not static spaces designed simply to be admired. They are places where goals are pursued, ideas are exchanged, and businesses are built. Real, big, beautiful, and charged with the energy of people getting somewhere.
It also gave Fora a language that moved beyond the category’s default codes of work-life balance and home-away-from-home. We positioned Fora spaces as alive with the realities of modern working life, full of ambition and hard work.
Creative execution
With the platform in place, we translated ‘where work comes alive’ into a creative expression that could flex across audiences and touchpoints. Bold typography, energetic photography and concise messaging gave Fora a clearer, more confident identity – one that felt premium, human and full of momentum.
While competitors show catalogue-quality imagery of perfectly styled – but empty – spaces, we leant into the unmistakable energy of rooms filled with ambitious spirits.
We used a single idea to unify member communications, external marketing and broker-facing messaging. From in-building moments to campaign concepts and content formats, the platform gave Fora a practical creative system: helping the brand speak with greater consistency, personality ,and relevance wherever it showed up.
