According to a Comet survey of 1,000 Belgian workers conducted by YouGov*, almost one in two respondents would like to see their colleagues more often. In fact, 37% of them believe that teleworking can have a negative impact on their personal and professional development. Faced with this new reality in work organization, the hybrid work expert today announces the updating of its brand identity.
Comet launched into meeting and event venues in 2016. Originally a real estate player, Comet sees the results of its new study as an opportunity to refocus its identity on its core business of providing service, hospitality and support to its customers. The company is now adopting a new graphic charter designed with the creative agency Seenk. The new design reflects Comet's DNA as a player in the hospitality industry, and highlights the high added value of its services.
A new face for a repositioning focused on hospitality
After seven years in business, the opening of spaces in three European territories and the successful launch of three complementary offerings (namely Comet Meetings, Comet Workplaces and Comet Hospitality), Comet is reaffirming its identity. The first few years saw the collaboration expert develop as an innovative player in office real estate. The brand was able to establish its position by proving its reliability and creativity, reflected in its original visual identity: light blue and rectilinear, like skyscrapers. Today, in the light of its history, Comet draws inspiration from other cross-disciplinary sectors, such as the hotel industry, and opens up new horizons by embracing its hospitality business: a business based on face-to-face, human-to-human relations, with a strong emphasis on service, kindness and proximity. At a time when office real estate is experiencing an unprecedented global crisis, customers are choosing Comet for its on-site teams and to share welcoming places where they can feel special, energized and stimulated. With its strong belief in the collective, Comet's role is to bring professionals together in a world that tends to separate them.
To achieve this, Comet's new visual identity focuses on three essential pillars:
- YELLOW: a bright, dynamic color to underline the fact that each of its sites is warm and exposed to daylight.
- ORGANIC FORMS: as in the hotel business, the company's wealth lies above all in its people. Its brand is human.
- COLLABORATION: "co" becomes Comet's new symbol and the foundation of its founding values. Indeed, the company is convinced that collaboration, cohesion or collectives are the key ingredients of our societies, and more particularly of our businesses.
Victor Carreau, CEO and co-founder of Comet, is delighted with this development: " Yes, the world of work has changed. Today, anyone can work from anywhere in the world. But in the end, nothing has really changed: a company is still a human adventure, in which everyone must find themselves, and for which people want to come together. So, if we see each other less, let's see each other better! It's important that videoconferencing doesn't get in the way of conviviality.
Claire du Boislouveau, Head of Communications at Comet, adds: " While we remain a real estate player, it's striking to note that our customers come and return mainly for our support. It's about time this proximity was reflected in our visual identity, because we're primarily in the service business, from person to person. Comet welcomes all organizations for an enhanced collaborative work experience. Our premises are designed to encourage creativity and exchange. On a day-to-day basis or on a one-off basis, our spaces will stimulate you. We're here to ensure that every collective moment is the beginning of a breakthrough. To cultivate the pleasure of being together.
*Survey methodology :
The survey was carried out among a representative sample of the working population (18+) in Belgium(n=1017), France (n=1005) and Spain (n=1020). The survey was carried out online, on YouGov's proprietary panels, from July 4 to 10, 2023, using the quota method.FR
