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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 is a hospitality-driven company delivering premium meeting and event spaces with the ease of full service support. From turnkey technology to thoughtful design and elevated care, it’s a trusted partner for large-scale gatherings that matter.
Convene faced the challenge of shifting market perception—moving beyond its legacy as a workspace provider to be recognized as a global leader in meetings and events. With hospitality at its core, the brand needed a campaign that clarified its positioning, reinforced its scale, and established a clear identity in the competitive events landscape.
Lifestyle / Hospitality
Co-working spaces and high-design social clubs have become commonplace solutions for the growing freelance and small business market. In such a saturated category, it's crucial to stand out by clearly communicating the brand’s unique advantages.
Key insights
The House of Cannabis is an entirely new concept. Part museum, part immersive experience, part gathering space – THC NYC carefully balances itself between being an institution to learn and home to engage with the past, present and future of cannabis culture.
From concept and spatial design, to content and wayfinding, Terrane helped to ideate, blueprint and realize a cohesive brand experience that invites, educates and unpacks the many dimensions of cannabis culture.
Our comprehensive audit of the social club/co-working segment revealed that many competitors emphasize design and utility as primary communication point in their positioning. However, through a series of interviews with members and surveys with non-members, we discovered that design ranked lower on the list of reasons to join.
Co-working spaces and high-design social clubs have become commonplace solutions for the growing freelance and small business market. In such a saturated category, it's crucial to stand out by clearly communicating the brand’s unique advantages.
Our comprehensive audit of the social club/co-working segment revealed that many competitors emphasize design and utility as primary communication point in their positioning. However, through a series of interviews with members and surveys with non-members, we discovered that design ranked lower on the list of reasons to join.
