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Shift by Beacon

A brand expansion to unlock the full potential of the office.

A follow-up to our extensive Beacon Capital Partners brand and digital experience project, Beacon’s sub-brand Shift needed to be updated to be consistent with the parent brand. We tied the Shift product story into the larger Beacon narrative and identified opportunities to connect the two in ways that delivered on larger organizational goals.

What We Did

  • Brand & Positioning
  • Brand Strategy
  • Art Direction

What We Made

  • Logo & Brand Guidelines
  • Image & Icon Library
  • Brand Applications
Two women sit in a cozy booth and engage in conversation. One types on a laptop while the other points towards the screen. A poster behind them promotes a "Breakfast Club" event.
A colorful collage of stickers with various shapes and labels with phrases like "Bring a Coworker," "Run Club," "New," and "Open Now".

Beacon manages high-end office space across the country and is known for giving its tenants best-in-class treatment. One of the ways they do that is through Shift: building-wide programming that promotes community by giving tenants opportunities to learn and socialize. And at a complex time for offices and work, these intangibles are more important than ever.

Left: A poster promoting a pasta making class. Right: A digital schedule for a calendar day including varrious events.

We visualized Shift as a premium, thoughtful expression of the belief that the office is where ideas take shape, visions are realized, and communities are formed. Using the greater Beacon brand as our launchpad, we established the Shift brand voice, designed a logo, developed brand guidelines, and built an image and icon library.

A hardcover binder is open to display marketing materials for "Beacon" with the headline "Elevate your work experience." The page includes images of a building interior and a welcome message, along with contact information.

People who work in a Beacon property are energized by the office, and Shift is a way to further enhance their experience. Shift feels right for mixology classes, marketing skillshares, and boutique workout classes—not average, dreary corporate communications.

As a Beacon differentiator, Shift defines a distinctive workplace. We explored space- and event-specific expressions, from wayfinding to elevator screens to swag. As a resonant presence in Beacon buildings, Shift lays groundwork for a unified tenant experience. It’s a constant reminder to leaseholders of Beacon’s value: higher morale and increased motivation alongside operational excellence.

Split image: On the left, a person holds up an August calendar featuring daily events and plans. On the right, hands are typing on a laptop displaying a website with the headline "Feel connected at work again" and several featured online classes.
Drawn from an existing Beacon tenant-facing application, Söhne Breit is humanist and playful, while still functional. The system is rounded out with a balanced pairing of the elegant Financier Display and a workhorse version of Söhne.

We positioned Shift as an energized, elevated, thoughtful host for creative and collaborative workers. The brand captures the excitement and possibility of opening doors literally and figuratively to new spaces, new ideas, and new interactions, and follows through on the brand promise: to unlock the full potential of the office.

Left: A hand holding a smartphone displaying a "Fit & Flow Yoga" event on the screen. Right: A table with floral supplies, bouquets, and signs for "Bouquet supplies here," "SHIFT," and "Floral Arranging 101".