Visual identity for ruum

Ruum is a new startup-focused co-working space located in Tallinn’s Krulli quarter. It is an innovative pilot program that aims to bring together early-stage technology companies under one roof, creating a unified community and providing them with the necessary support in the development process. The project required creating a visual identity that would support the brand launch, finding participants in the pilot program, and further marketing activities.

PURPOSE
When creating a new brand, it was important to clearly differentiate itself in the market and speak to the target group, which is mainly young (gen Z) technology entrepreneurs and representatives of the startup scene. The visual language had to be flexible enough to be used in different formats, from websites to social media. At the same time, the brand had to be personal enough to be memorable, stand out from other players in the field, and connect emotionally with the target group.

APPROACH
During the design process, the brand’s central feature was a bitmap-style visual language that is connected to the aesthetics of the tech world and allows for easy reproduction of unique brand elements. The color palette consists of a bold purple-blue base tone, balanced by dull black, off-white and soft blue tones, and also bright red as an accent color. The typography and composition support a strong and playful identity that fits the nature of the startup community.

RESULT
The final solution created a strong visual foundation for the space, which has also proven to be a successful marketing tool. The brand was quickly embraced by the concept creators, pilot program participants and investors. Thanks to the bold design and visual consistency, the initiative has gained a recognizable face and gained significant attention in the local startup landscape.