Workspace is a successful provider of office spaces for companies, with 70 properties in London. Its 3 websites have played a part in that success; a consumer site to sell and promote office space; an investor site; and a social site, hosting social media and articles, supporting a community of likeminded individuals and businesses. In a major overhaul, Workspace asked Gather to focus its story and put its 3 sites on 1 platform.
We interviewed 30 people including customers, Workspace staff, a trade body and competitors to get their views about Workspace and its websites. The idea ‘Home to new and growing companies’ was the result – meaning Workspace is the place where new and growing businesses belong. We undertook a thorough process to define messaging, structure, design and hierarchy of content, identifying content gaps and key pages for the new site, one of which was the map. We developed the site map and wireframes and defined the user-journey.
To bring to life the idea of ‘home’, we introduced ‘life at the building’ and ‘meet the ‘neighbours’ sections and made meeting room booking and other things people pay for really easy to find. We also brought the area guide to the fore, suggesting Workspace is at home wherever it is located.
We created a tone of voice, wrote top-line messages for the site and commissioned photography for hero and banner images. We also refreshed other imagery to support the ‘home’ proposition.
The project took a year and a half to complete. The new website went live in December 2015 (www.workspace.co.uk) and is now fully responsive across 3 break points. ‘Home to new and growing companies’ makes Workspace distinctive in the market and sets a tone for the way the company communicates and behaves.