First Office

First Office is Sweden’s largest office hotel chain, with more than 60 connected offices in twelve cities. Members can move between them and grow their network every day.

The challenge

For the self-employed and small teams, the office is where they meet people, win work and feel part of something. Many serviced offices offer the space but little sense of belonging.

First Office had something rare: a network of offices that work as one. The brand needed to make that freedom easy to understand and easy to feel, from a facade in one city to a meeting room door in another.

The opportunity

The promise became Väx där du står, vart du än går. Grow where you stand, wherever you go.

The F and O of the symbol pull apart into a framework of rooms, corridors and open floors, so every layout reads like a floor plan. The identity had to grow with the network, so one symbol, six colours and one typeface carry all of it. The strategy and concepts were developed together with First Office’s own marketing team.

The result

Wayfinding, floor directories, key cards, tent cards, a member app and a welcome booklet now share one clear system. A member arriving in a new city recognises the place before reading a sign.

Sixty addresses now feel like one place.