Hana: Work Wonders | CBREExpertly designed brand identity & flexible workspaces
Overview
Client
CBRE 360 Team
Timeline
1-year initiative
Role
Design Lead & Brand Strategist
Defined brand strategy and visual direction from concept to execution.
Created the Hana name rationale and crafted the logo and wordmark systems.
Developed comprehensive brand identity: color palette, typography, iconography, and layout rules.
Established the photographic and illustration style to convey hospitality, community, and workplace flexibility.
Collaborated with CBRE 360 and stakeholders to align brand positioning with business goals and target users.
Partnered with architects to translate brand language into interior designs, specifying materials, finishes, and environmental graphics.
Built the design asset library and templates (digital and print) for marketing, sales, and onsite use.
Produced brand guidelines and rollout materials to ensure consistent implementation across spaces and touchpoints.
Supported launch and stakeholder presentations, guiding iterative refinements based on feedback.
Challenge
CBRE launched Hana to capture growing corporate demand for flexible workspace and offer landlords a management-partnership model that avoids leasing risk and tenant conflicts. The challenge was to create a distinct, market-ready brand and marketing system that would do more than configure physical space: it had to position Hana as a hospitality-driven, community-first coworking product that drives demand from corporate clients and landlords alike, communicates value to property owners (no operational burden, no tenant competition), and translates seamlessly into built environments, sales collateral, and digital channels.
Dallas, TX
Flex office deal
Deal: CBRE acquired a 35% stake in Industrious (≈$200M cash + transfer of Hana), becoming Industrious’ largest shareholder; expected to increase to 40%.
Strategic move: Hana is merged into Industrious, 10 existing Hana locations (U.S. & U.K.) to be operated by Industrious.
Business impact: Accelerates CBRE’s scale in flexible workplaces, aligns with rising occupier demand for agile space, and creates a platform to co-develop next-gen, amenity-driven flex solutions.
