Weaving a green thread narrative for flexible office spaces.

HNK Workspaces

Brand Transformation · Strategy ·Creative · Design

HNK — Het Nieuwe Kantoor (‘the new office’), provides flexible rental offices across The Netherlands.

As part of NSI NV, a public Dutch real estate company, HNK was born out of the need to utilise unrented spaces.

Since then, HNK has expanded to nine locations nationwide, offering businesses from solopreneurs to global enterprises the ability to rent office spaces that grow flexibly as they do.

Need — the right identity for the new direction

The pandemic accelerated the shift to remote, hybrid, and co-working models, presenting an opportunity for HNK to double down on its new value proposition — offering space-as-a-service.

HNK’s fragmented and inconsistent branding needed an overhaul to effectively communicate this new direction.

NSI approached Your Majesty to create a holistic brand ecosystem that weaves a consistent narrative throughout a prospect’s journey, from first touchpoint all the way to moved in tenant experience.

Solution — A red green thread narrative from A to Z

We embarked on a complete transformation of HNK’s brand identity, starting with a in depth immersion and strategy workshops. Due to the lockdown restrictions our teams had to adjust all workshops for a remote-first context—a workflow that has now become a core part of our offering.

By interviewing stakeholders and exploring tenant and business leader priorities, we identified a core focus on the harmony between the workplace, people, and the planet. This insight shaped our work on the brand and visual identity, which we aligned under the new tagline:

HNK — Offices to grow

Outcome — a scalable brand system for the years ahead

Together with the HNK team, we created a holistic brand experience and packed it up in a brand book and guideline that briefed architects, interior designers, catering providers, marketing and many more of the different parties that enable HNK to create value for its people, the workplace, and the planet.

“We selected YM for HNK's rebranding, appreciating their wide-ranging experience beyond the real estate sector. Their structured process and skill in asking the right questions at every stage enabled us to collaboratively make informed decisions.

The outcome is a remarkable, completely new brand supported by a brand book that serves as a strong foundation for our organization. As we expand our product offerings, from marketing campaigns and apps to entirely new interior concepts for both existing and new locations, the rebranding has proven invaluable.

We wholeheartedly recommend Your Majesty for their pleasant team, extensive knowledge, creativity, and well-organized approach.”

Robert Sparreboom, Head of Customer Excellence, HNK

Services & Outcomes

Insights & Strategy
  • Strategic Intake
  • Immersion Workshop
  • Stakeholder interviews
  • Brand Workshop
Brand Identity
  • Brand belief
  • Positioning
  • Brand Personalities
  • Dutch Tone of Voice
  • English Tone of Voice
  • Brand Messaging
Visual Identity
  • Logotype
  • Typography
  • Colour palette
  • Visual framework
  • Imagery Direction
  • Brand Book
  • Print Examples
  • Signage Examples
  • Website Look & Feel

Thinking about changing things up?

Drop us a line at hello@yourmajesty.co to discuss if we can help.

More work like this?

Check out some of our other brand experience case studies:

  • HNK: Weaving a green thread narrative for flexible office spaces.
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  • ALTAVA GROUP: Leading fashion brands into the Metaverse.
  • RESPONSIBLE: Creating a streetwear recommerce brand.
  • POLSPOTTEN: Adding play to space.