A bright green advertisement board with black text and a woman walking by. The board displays categories: 'Commercial Design,' 'Retail & Store Design,' 'Workspace Design,' and 'Events & Expos.' The word 'WHITE ROOM' is prominently printed across the bottom.

Storytelling / Tone of Voice / Communication / Identity Design / Art Direction / Campaign

Building the Brand Behind the Spaces

Whiteroom, a leading commercial interior and architectural design agency, approached us in search of a brand refresh - one that would more clearly communicate their capabilities while reflecting their values, design knowledge, and distinctive approach to shaping spaces.

We set out to create an identity that would position Whiteroom as a design house that not only delivers striking commercial interiors and experiences but also places people and stories at the heart of every project. For Whiteroom, the journey into a space begins with narrative - understanding human behaviour, emotional cues, and brand personality - before translating those insights into spatial design. Their identity needed to carry that philosophy.

A wooden surface with a yellow cross marking at the center.
Interior of a retail store or pop-up shop featuring New York Mets merchandise, with clothing racks, logo wall art, and a checkout counter.
Business card, booklet, and a rolled-up poster or brochure related to interior design and architecture, with a model of a building on a table.
A modern office meeting room with green walls, featuring two women talking and a third woman sitting at a table with a laptop, visible through glass walls.

Identity Concept & Execution

We developed a visual system as intentional as Whiteroom’s built environments - rooted in a precise grid system and modern typography to mirror architectural discipline. The colour palette blends muted greens, black, and white with a vivid neon accent, balancing sophistication with a spark of creative energy.

The logo mark takes inspiration from building foundations, symbolising both the physical structures they create and the conceptual groundwork of their process. Guided by Swiss design principles, layouts embrace white space, bold headings, and a stripped-back clarity that lets their photography - spanning interiors, pop-ups, and experiential spaces - take centre stage.

Collage of five interior design project photos with a green and gray grid background and text promoting workspace projects and more information.

Voice & Strategic Rationale

Whiteroom’s way of communicating reflects the way they design - clear, confident, and always with people at the centre. They lead with the story, capturing the human moments and brand narratives that give each project its soul, before moving into the finer technical detail. This balance allows them to be seen not just as designers of remarkable spaces, but as creators of experiences that resonate. The refreshed identity carries that same balance of structure and warmth, becoming a tool that tells their story, shows their value, and makes their purpose unmistakable.

A silver, A-frame sidewalk sign outside a building indicating directions to the Whiteroom, a commercial interior and experience design studio, with a yellow arrow pointing right.
A container of pistachio ice cream with the lid open, labeled 'Pistachio Fred,' featuring a cartoon chef holding a large pistachio nut.