A new concept for the New England region, Treloar Estates were embarking on a difficult project, creating a flexible and professional co-working space.

Trialling the concept, however, showed that there was a lot of work to be done. Treloar Estates needed a brand that could be bought into, easily conveyed and create excitement within the community without the requirement of outlaying a multimillion dollar renovation for the execution of the workspace. There was a challenge ahead of us. 

We began with a name, a rich history of Treloars in the Tamworth community, but a requirement to celebrate something new. 

Research with the Tamworth Historical society led us to the catalogue and imagery that inspired DPARTMNT.

A contemporary and modern approach to the business, while nodding directly back to the Treloar family's 122 year history. The department store is a mixture of culture, co-operation and shared community to engage shoppers and encourage sales. 

These values of the department store directly aligned with the vision Treloar Estates had for a co-working space.

Appealing to the core  business and emotional values of DPARTMNT, Keo was able to develop a brand strategy that appealed directly to potenital users of the space. Our focus was to spark curiosity, engage users that are outside the box thinkers and are looking for new ways to work. 

The result - Going Up? Taking you back to Are You Being Served? glamour and sophistication of the Department Store golden-era while capturing the attention of the target audience.