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Terrane Group
139 Fulton St., Suite 917
New York, NY
139 Fulton St., Suite 917
New York, NY
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Convene Hospitality Group (CHG) is building the first global hospitality group purpose-built for shared spaces. Operating a rapidly expanding portfolio of lifestyle brands across meeting venues, workspaces, membership clubs, and event destinations, CHG is redefining how people, businesses and communities gather—serving 98% of the Fortune 100 across 39 locations in nine cities worldwide and counting.
As Convene evolved from a single brand into a mixed portfolio of spaces, the company needed a brand architecture that could turn disparate assets into clear brand verticals—each serving distinct need states across the spectrum of the meeting and events industry. The challenge: design a structure that expressed both ambition and coherence, positioning CHG as the definitive global player while giving each brand a clear lane to own its category.
Lifestyle / Hospitality
Convene and etc.venues served similar markets with unclear differentiation beyond price point and event size. CHG also operated independent venues without a clear vertical, and had ambitions to expand into luxury events.
Without a unifying structure, the business risked internal confusion, missed synergies, and unclear market positioning. The opportunity was clear: create an architecture that could serve the full spectrum of need states while maintaining distinct brand identities.
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Terrane Group designed a brand architecture that could clearly bifurcate verticals and serve distinct need states across the third spaces spectrum. By establishing Convene Hospitality Group as the parent brand, we created a house of brands structure for new properties and acquisitions to exist within—each with its own vertical, clear positioning, and marketing value.
This architecture delivered three critical advantages: First, it enabled CHG to serve specific client needs without brand confusion or dilution. Second, it created powerful scale benefits—shared infrastructure and expertise across brands, while maintaining distinct market positions. Third, it established a clear sales pipeline, allowing CHG to efficiently funnel clients with different needs across the full spectrum of third spaces, from value-driven meeting solutions to ultra-premium bespoke events.
Rather than imposing a heavy-handed master brand, we developed a visual language that signaled sophistication and scale at the holding-company level. Subtle typographic standards, restrained color usage, and editorial-led design principles created a quiet authority—a stamp of approval that signaled credibility and high standards for its house of brands.
