Elementa — The Science of Work
— Services
Brand Strategy
Brand Identity
Naming
Tone of Voice
Brand Film
Art Direction
Photography
Digital Design
— Collaborations
IDHL
Jack Terry
Double Dice
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In Your Element
A new brand identity built on the science of work
As the flexible workspace market grew crowded and generic, Landmark needed a brand rooted in cultural insight. Research revealed that how people experience workspace shapes their ability to do great work and that nobody was addressing how environment shapes performance.
We delivered a business transformation rooted in that insight — a complete Brand OS, encompassing a new name, visual identity system, and launch campaign spanning digital, paid social, LinkedIn, and content. The result is a cultural movement that shifts how employees and prospects think about workspace.
Great workspace is science, not guesswork
The flexible workspace category sells logistics: location, spec, flexibility, price. But nobody was talking about how the space makes you feel, who you become there, or whether you see yourself reflected. Research revealed a cultural gap: employees wanted workspace that understood them, not just served them.
The brand platform — Science at Work — gave Elementa a position most competitors lack, rooted in human research, not corporate positioning. It's the belief that great workspace isn't magic. It's knowable. A mindset shift that moves from renting flex space to choosing an environment that makes work better. This cultural impact is what makes Elementa matter.
Every element in its right place
The brand system was built from a single organising idea: that the building blocks of great work are knowable, measurable and, with the right environment, reproducible.
This is our cultural impact approach — using design to shift how an industry thinks. Every design decision reinforces this and builds cultural authority for the brand. The identity doesn't just tell the story; it embodies it.
Name & Logo
Elementa takes its name from the periodic table — elements as the fundamental building blocks of matter. The mark follows the same logic: a modular form built from elemental geometry, systematic without being cold.
Typography & Colour
The type system pairs Milling with GT Maru, both chosen not just for their stylistic complements to the monogram but also for their legibility at scale. The colour palette is inspired by CPK colouring — a popular colour convention for distinguishing atoms of different chemical elements in molecular models.
Design System
The core design system is built from three cells – creating a flexible compositional framework that gives every layout an inherent structure while allowing significant variation in how photography, type and colour are combined.
That same three-cell logic underpins how the brand generates its own graphic language. Secondary graphic devices — derived from the logo’s elemental geometry — can be isolated, scaled, and recombined to create a visual vocabulary that extends well beyond the mark itself.
Iconography follows the same construction principles: modular, precise, and built to the same grid. Every icon feels like it belongs to the same world as the logo — because structurally, it does.
Verbal Identity
Tone is direct and assured — because shifting cultural narratives requires confidence. Warm enough to be culturally relatable, precise enough to hold the scientific positioning.
It’s the sound of someone who understands work deeply, not just another vendor.
From brand to market
The identity launched first through Elementa's digital presence — a website that establishes the cultural brand platform, with the design system reinforcing the positioning. The brand story positions Elementa as the cultural authority on how space shapes work and belonging.
From there, the launch campaign extended across the full channel mix: paid social and display, organic LinkedIn creative, and content formats — all built to shift the cultural conversation.
