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Terrane Group
New York, NY
New York, NY
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The Malin offers work-focused members clubs in sought-after, accessible neighborhoods of New York City and beyond. All share a common goal of offering beautiful, distraction-free spaces that enable members to do their best work.
While The Malin has established a strong presence as a well-designed workspace in its flagship location in New York, how can the brand evolve its position in existing and new markets to tell a deeper story, and ultimately, increase conversion?
Lifestyle / Hospitality
Co-working spaces and high-design social clubs have become commonplace solutions for the growing freelance and small business market. In such a saturated category, it's crucial to stand out by clearly communicating the brand’s unique advantages.
Our comprehensive audit of the social club/co-working segment revealed that many competitors emphasize design and utility as primary communication point in their positioning. However, through a series of interviews with members and surveys with non-members, we discovered that design ranked lower on the list of reasons to join.
The House of Cannabis is an entirely new concept. Part museum, part immersive experience, part gathering space – THC NYC carefully balances itself between being an institution to learn and home to engage with the past, present and future of cannabis culture.
From concept and spatial design, to content and wayfinding, Terrane helped to ideate, blueprint and realize a cohesive brand experience that invites, educates and unpacks the many dimensions of cannabis culture.
