Cross Campus
Preserving Essence, Embracing Change
Cross Campus is a dynamic coworking and office space provider catering to startups in Southern California. Their mission is to foster innovation and collaboration among entrepreneurs and growing businesses. With multiple locations across the region, Cross Campus offers flexible workspace solutions, networking opportunities, and a vibrant community for its members.
Redesigned the brand identity for Cross Campus, a leading coworking space in Southern California, to align with its innovative and community-driven mission.
Worked with 2 other designers in the creation of a minimalist, scalable logo system that modernized the brand while preserving its core essence.
Delivered a versatile visual identity used across signage, print, and digital platforms, helping the brand stand out in a competitive startup ecosystem.
SITUATION
Initial Findings
A Brand at a Crossroads
Cross Campus had become a staple in the Southern California coworking scene, but its visual identity had not evolved with the growing sophistication of its audience. The existing brand felt dated and lacked the flexibility needed for today’s multi-channel marketing landscape.
Balancing Recognition and Renewal
The company wanted to modernize its look while retaining brand equity with longtime members. The new design needed to reflect Cross Campus’s future-facing mission without losing touch with its roots.
How Might We
Modernize the brand identity while preserving Cross Campus’s unique spirit and recognition?
Design a minimal, scalable logo that works across signage, print, and digital?
Capture a balance between entrepreneurial energy and professionalism in the coworking space?
TASK
What We Had to Solve
Redesign the Logo and Visual System
My responsibility was to lead the conceptualization and execution of a refreshed logo and visual identity. The new system needed to feel relevant in the startup ecosystem while remaining trustworthy and familiar.
Ensure Versatility Across Touchpoints
We aimed to create an identity system that was flexible enough to scale and consistence across websites, physical signage, social media, and event materials.
ACTIONS
How We Tackled It
01
Researching Brand DNA and Audience
We began with stakeholder interviews to understand the company’s evolution and vision. Competitor audits helped surface opportunities to differentiate through tone, color, and form.
02
Exploring Concepts Through Iteration
We sketched dozens of concepts ranging from subtle evolution to bold reimagination. Throughout ideation, we tested visual styles against Cross Campus’s brand attributes: tech-savvy, communal, modern, and aspirational.
03
Embracing Simplicity and Scalability
We pursued a minimalist approach that emphasized geometric shapes and clean typography. This direction offered timelessness and versatility, working just as well on building signage as on social avatars.
04
Building the Full Identity System
Along with the logo, we developed a refined color palette and flexible usage guidelines. This ensured every expression of the brand would feel consistent, cohesive, and confident.
Result
The Outcome
A modern, minimal logo that honored Cross Campus’s legacy while signaling future growth
A versatile identity system that helped attract new startups and elevate Cross Campus’s competitive presence
Increased brand consistency across marketing, signage, and digital platforms
REFLECTION
What I Learned
Respect the Past, Design for the Future
This project taught me how to evolve a legacy brand without alienating its core audience.
Minimalism was not just a style choice — it became a strategic tool for scalability, clarity, and cross-medium coherence.
