Monarch Alternative Capital &
Tourmaline Capital Partners, Onsite
Portfolio-wide
Brand Strategy, Brand Identity, Brand Experience Design
A+I partnered with Monarch and Tourmaline to develop Onsite, a consumer-facing workplace experience platform that seeks to transform the modern office building by blending hospitality and productivity. Offering tenants flexible and connected environments, Onsite redefines the concept of the traditional workday through a reimagined workplace experience that spans every aspect of an Onsite-powered property. Onsite represents the intersection of four key pillars: spaces, services, people and technology.
As commercial workplace developers, Monarch and Tourmaline sought to create a unique value proposition centered around the post-pandemic transformation and amenitization of the work environment. In a world where differentiation is increasingly essential, we worked with Monarch and Tourmaline to develop a strategy that recognizes the value in crafting a brand promise and enriching experience alongside delivering a physical space.
Onsite redefines the concept of a worker retreat, offering a “third place” solution that bridges the gap between remote and in-office work. The name ‘Onsite’ is a play on the traditional term “offsite,” reflecting a new approach that relocates the employee-desired third place to within the workplace itself.
Building off of a comprehensive brand strategy and naming exercise, we developed the visual identity and concepts for the branded experience to include physical collateral and digital assets. To reinforce its value and to ensure that Onsite delivers a consistent experience across multiple properties, concepts and guidelines were developed for site-specific integration as well as wayfinding and signage.
By transforming traditional amenity areas into dynamic spaces designed for productivity, Onsite provides the autonomy and freedom employees need while staying close to the teams and people they rely on. This new paradigm enhances employee satisfaction and productivity while fortifying the cultural and operational fabric of enterprises.
Onsite’s portfolio-wide membership model will offer tenants access to a growing network of locations, building brand consistency and reliability - a defining strategy currently shaping Monarch and Tourmaline’s repositioning projects and architectural design across their portfolio.
Through Onsite, Monarch and Tourmaline are pioneering the next evolution of the workplace with a premium tenant experience, ensuring employees can thrive in spaces that are as flexible and connected and as growth-oriented as they are.
Project Team: Peter Knutson, Nico Martin, Junyu Chen, Joel Beeby
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