Orchard Workspace

Naming & Branding

Jones Lang LaSalle is one of the world’s leading developers of office and commercial real estate. When they decided to enter the shared workspace market, they wanted to create a more inviting, less corporate giant persona. I led the naming development, starting with a blank page.

I chose Orchard because it represents shared growth — a place where many individuals thrive in a shared environment. It also fit with the elevated, upscale positioning JLL was going for. Once the name was chosen, I crafted all website content and scripted video content for the launch campaign.

See Orchard site here.