Client Overview: FoundrSpace Coworking

FoundrSpace is an award-winning coworking space with locations in Rancho Cucamonga, CA, and Pasadena, CA, and a third location set to open soon in Covina, CA. Co-founded by Ken Roberson, who also runs Kue Studio, FoundrSpace has positioned itself as a flexible, community-focused alternative to corporate coworking giants like WeWork, Industrious, and Spaces.

In just five years, FoundrSpace has established itself as one of Southern California’s most adaptable coworking spaces, appealing to professionals who seek more than just an “executive office suite.”

• Services Provided: Strategy & Positioning, Creative Direction, Naming, Logo, Visual Identity, Motion Graphics, Custom Illustrations, Web Design, Marketing Design, Print Design, Apparel Design, Generative AI

• Project Timeline: In-House Creative Partner (Ongoing)

The Challenge

Standing Out in a Crowded Market

When FoundrSpace launched in 2019, the coworking market in Southern California was already highly competitive. The brand needed a way to differentiate itself from the corporate feel of many established coworking spaces and to communicate a focus on community and flexibility.

FoundrSpace wanted to offer a welcoming environment that “meets people where they are,” providing a range of adaptable workspaces that allow members to customize their experience.

To accomplish this, FoundrSpace required a brand identity that would stand out in the saturated coworking landscape. The branding needed to reflect the company’s core values of inclusivity and adaptability, reaching potential members through consistent messaging across the website, social media, and other key marketing channels.

Our Solution

Building a Cohesive, Community-Centered Brand

As the founder of both Kue Studio and FoundrSpace, Ken from Kue created a complete, cohesive brand identity from the ground up, providing all foundational elements, including:

• Strategy & Positioning: Developing a strategic framework that emphasized FoundrSpace’s commitment to community and flexibility, setting it apart from more rigid, corporate-focused competitors.

• Naming & Logo Design: The FoundrSpace name and logo were carefully crafted to communicate openness and entrepreneurship, appealing to professionals seeking a collaborative and flexible work environment.

• Visual Identity: Creating a full visual identity, including color palettes, typography, and iconography, that reflected a modern, approachable aesthetic, resonating with FoundrSpace’s diverse clientele.

• Apparel Design: Creating branded apparel that reinforced FoundrSpace’s identity and fostered a sense of community among members, giving them wearable items that showcase their affiliation with a creative, flexible workspace.

• 2D & 3D Illustrations and Motion Graphics: Unique, playful illustrations and animations were designed to enhance the brand’s friendly, welcoming feel and add visual interest across digital channels.

• Website Design & Development: A user-friendly website was developed to provide a seamless experience for potential members, allowing them to explore membership options, book tours, buy merch, and view the unique amenities offered at each location.

• Social Media & Marketing Collateral: Designing social media graphics, print materials, and merchandise that reflected the brand’s core values and consistent messaging to attract and engage a wider audience.

• Generative AI and E-Commerce: As a forward-thinking company, FoundrSpace continues to integrated generative AI imagery and features on the website, offering additional value and convenience for members.

Ken and Kue Studio continues to support FoundrSpace with ongoing design and marketing work, ensuring the brand stays fresh, relevant, and competitive in a rapidly evolving market.

The Impact

Rapid Growth and Industry Recognition

Since its launch in 2019, FoundrSpace has achieved remarkable milestones:

• Rancho Cucamonga’s First Coworking Space: FoundrSpace became the first coworking space to open in Rancho Cucamonga, meeting a previously unmet demand for flexible workspaces in the area.

• Expansion to Three Locations: In just five years, FoundrSpace has grown to three profitable locations, expanding its community and establishing a strong foothold in Southern California’s coworking scene.

• Competitive Edge in a Saturated Market: FoundrSpace has maintained a unique position in the industry, competing successfully against established players like WeWork and Industrious by emphasizing flexibility and community, which continues to attract members seeking an alternative to corporate coworking spaces.

• Webby Award Winner: FoundrSpace’s website, designed and developed by Ken Roberson from Kue, earned a prestigious Webby Award—hailed by Time Magazine as "the internet’s highest honor." This highly competitive accolade in the creative and marketing world underscored the strength of FoundrSpace’s brand identity and digital presence, setting it apart as a standout in the coworking industry.

With Kue Studio’s support, FoundrSpace has developed a distinct identity that resonates with its target audience, allowing it to flourish in an increasingly crowded market. The brand’s focus on inclusivity, community, and adaptability has made it a preferred coworking option for professionals throughout Southern California.