What We Uncovered

Vision before visuals

Through our brand clarity and research process, we immersed ourselves in Sam’s vision.

We explored the Treloar family archives, understanding the legacy of T.J. Treloar & Co., which had served the Tamworth community since 1889. The department store had once been a social and commercial hub. That history mattered.

We travelled with Sam to review coworking spaces in other regions. Many felt generic. Corporate. Bland. Lacking soul.

We identified the true opportunity:

Not just flexible office space, but a professional community grounded in heritage, warmth and ambition.

The audience included:

  • Entrepreneurs
  • Business leaders
  • Travelling professionals
  • Remote-working “tree changers”
  • Creatives seeking connection

The brand needed to blend nostalgia with modern professionalism, without leaning too far in either direction.

What We Created

Naming, brand identity and positioning

The first challenge was naming.

We wanted to honour the department store heritage while signalling something contemporary and forward-looking.

“DPARTMNT” was born. A modern reinterpretation of the word “department”, connecting past and present.

We developed a comprehensive brand identity design that included:

  • A distinctive wordmark
  • Heritage-inspired yet contemporary visual language
  • Imagery rooted in Treloar’s 1930s catalogue archives
  • A brand aesthetic balancing community warmth with professional sophistication
  • A tone of voice that was welcoming, confident and slightly irreverent

A historic image of “the ladies” from a 1932 catalogue became a foundational visual asset, reinterpreted through bold murals and modern design execution.

The brand positioning was clear: DPARTMNT was not just office space. It was a place to belong, collaborate and grow.

Launch & Expansion

From concept to capacity, twice

DPARTMNT opened in August 2019.

The physical environment brought the brand strategy to life:

  • Floor-to-ceiling heritage murals
  • Playful typographic interventions along staircases
  • A blend of greenery, industrial finishes and nostalgic touches
  • Distinct zones that balanced homeliness and professionalism

Despite the disruption of COVID-19, the building reached capacity by 2022.

In 2023, the opportunity arose to expand into a second Treloar building across the intersection. This required careful brand architecture. The spaces had to complement each other, not compete.

Under the DPARTMNT masterbrand:

  • “The Block” and “The Store” were created as distinct but connected spaces
  • The identity system scaled seamlessly
  • The launch of The Store reached 80% pre-booked capacity before opening day in November 2024

This demonstrated the power of a strong coworking brand strategy and scalable identity system.

The Outcome

Brand-led growth and community impact

DPARTMNT is now an iconic shared workspace in Tamworth.

The project reinforced that effective brand strategy for commercial property and coworking spaces must go beyond visual appeal. It requires:

  • Clear positioning
  • Deep understanding of community
  • Alignment between physical environment and brand identity
  • A scalable system for growth

For KEO, DPARTMNT remains a defining example of how strategic branding can transform not just perception, but commercial success.

It is proof that when brand clarity leads, business growth follows.