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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.
As The Malin prepared to expand into new markets, it reached a pivotal moment to reassess the original brand mission, reflect on its journey, and refine its approach for scaling into new locations. To navigate this transition, The Malin partnered with Terrane Group to conduct a comprehensive brand audit and craft a clear, forward-looking vision to guide its next phase of growth and evolution.
Lifestyle / Hospitality
Key Insight
By evolving the focus from design and function to service and people, we refocused the brand narrative to emphasize its true strength: a vibrant community and exceptional hospitality. We introduced a new communication framework rooted in ambition and service, showcasing the membership base and meaningful moments of connection. This refined approach evolved the brand narrative, enriched the content storytelling, and highlighted its human-centered values—deepening engagement across all communication channels.
