Flex @ Tide: How We Built a Premium Brand and Achieved 90% Occupancy in 3 Months

Brand Strategy, Development & Launch

Client: NewFlex

Year: 2025

Sector: Premium Flexible Workspace

The Challenge

NewFlex secured a flagship workspace in London Bankside, an iconic location where a standard flexible workspace proposition wasn't enough. The existing Quad brand didn't fully reflect the client's vision, creating a need for a more distinctive, premium offering.

The Objective

Develop a bespoke brand proposition for the flagship site, from positioning and identity through to the customer experience, ensuring the concept stood apart in a competitive workspace market.

The Approach

The project brought together the wider team across marketing, brand, design and operations to shape a cohesive proposition from the ground up.

Working collaboratively with the client, the team aligned on the commercial ambition, refined the positioning, explored creative directions and developed a premium brand-within-a-brand.

The setup extended beyond visual identity. It connected brand strategy with the physical workspace, signature amenities, curated events and the overall member experience, ensuring every touchpoint supported the same premium positioning.

The Outcome

Flex @ Tide was approved by the client within 72 hours of presentation. The launch strengthened NewFlex's brand portfolio, established a new flagship presence in London and achieved 90% occupancy within three months.

The project also earned NewFlex's first-ever shortlist for the Flexible Space Association's awards.

The Red Walnut Perspective

Strong brands are built through alignment, not aesthetics alone. When strategy, creative direction, operations and customer experience work together, a brand becomes more than a name or identity. It becomes a commercially meaningful proposition.