When the pandemic hit, Makers of Barcelona (MOB), a long-standing creative coworking hub, was already at pivotal moment. With an international crisis plus a new CEO and internal restructuring, its brand no longer reflected its ever-evolving, community-driven spirit. MOB needed to reconnect with its people, and fast.

Despite its deep roots in the city’s creative ecosystem, the brand identity had grown static. Communication felt disconnected, visuals outdated, and the community lacked a strong sense of cohesion and clarity about what MOB now stood for.

Teaming up with a communications expert, I helped realign MOB’s message from the ground up. We revamped the comms strategy, then built a refreshed visual identity that honoured its colourful legacy while speaking directly to the vibrant creative minds it serves.

Using the existing logo and palette as a springboard, I created a flexible visual system: a new website, social media templates, print and digital assets, and art direction for a fresh photoshoot, ensuring everything felt purposeful, strategically aligned, and still unmistakably MOB.

With a small team, and A LOT of activities, MOB needed a realistically scalable solution to allow them to have a drastically improved social media presence. I created a series of colour-coded and thematic templates that were easy to adapt to all types of different event types, announcements and purposes on social media.

This included matching designs for: → stories (Instagram & Facebook) → printable posters for inside the multiple coworking spaces → posts for linkedin, eventbrite and other social media platforms.

We also designed series that would better transmit MOB's brand values, specifically 'community' by spotlighting members or, Mobbers.

We wanted to find proof-points to show how MOB is part of a bigger ecosystem that connects to the wider community, not just an isolated space for people to work from. To do this, I designed a mini branded event called 'Beers in the Barrio' (Barrio = neighbourhood in Spanish). The concept was to use multiple languages that could be universally understood to show neighbours that they were also invited to the coworking space afterwork sessions on Fridays.

With a huge poster outside the space, gradually, over a few months, we began to see more and more locals join us for drinks to discover more about what was happening at MOB.

With MOB's intention to expand it's activities, and become more remote friendly, we needed to rethink the website.

It wasn't possible to pay for your coworking membership directly on the site, nor was the site built in an SEO friendly way and the design also wasn't scalable. This was creating a lot of additional work for staff at a time when they were already significantly overwhelmed with tasks.

We designed a completely new user-oriented concept, dividing the page by coworker types, then their respect memberships, cutting the clicks to sale significantly from 6 to 2. Now we were also able to update this key touchpoint to reflect the rest of the brand presentation, to create a cohesive, holistic experience for the user.

Since we did the brand refresh, business at MOB has been thriving. They have been able to scale up, opening a 3rd coworking space, serving another area of the city. They've expanded partnerships with local businesses and achieved recognition for the strength of the community and brand.