Wax Space: The New Look
In February, our team sat down to discuss the future of Wax Space. Today, we’re excited to announce the launch of our new brand and website. Over the last few months, we’ve been working with illustrator and fellow Tyler Station neighbor, Jeff Rogers, to create a brand that encompasses our vision for Wax. We recently sat down with Jeff to ask him a few questions about how he married our vision with his creative process. Check it out!
Q. When we approached you, one of our goals was to retain the historical significance of the space while embracing the reintroduction of a more modern Wax Space in 2019. Can you walk us through how your recent design unifies these two things? How does the old office ephemera that many of us know and love at Wax Space participate in the new brand?
I love the idea of connecting with the history of this building, especially since Wax Space is in the area of the building where the actual offices were located. Back then, people used type writers and rolodexes and wrote with actual pens and pencils on actual paper. There is something really nostalgic about that, like picturing your grandpa as a guy in his 30s working hard at a desk (with no computer.) It also reminds me a little bit of being a kid and buying school supplies before another year of school- blank paper and freshly sharpened pencils, ready to WORK! So tying those feelings into the branding seemed like a fun way to go. Not going too literal with it but just giving a nod to it by adding a little bit of crunch to the lines in the logo and deconstructing a punchcard so that the lines become a modern looking pattern, etc.
Illustrator, Jeff Rogers
Q. Another aspect we love about the history of Wax is the strong factory work ethic - how can we take those elements and incorporate them into a co-working space in 2019.
I love the idea of a factory as a metaphor when thinking about a co-working space and the sense of community and collaboration that can happen. (Below Logos From Old Dixie Wax Paper Company, that was house inside the factory).
Q. Could you talk us through the significance of leaving space between the two words: WAX and SPACE, both technically and symbolically?
Wax Space is set up to be an incubator for efficiency, collaboration and ideas. Nothing should get in the way of your thought processes. Your work place should be comfortable, warm, human, and functional. It's also nice to have a place you are proud of to invite clients, etc. So probably the most important thing about Wax Space is the way that it creates the perfect space for people to work and be creative and connect with people. Creating space is the organization’s greatest asset and Wax Space does that very well, so expressing that in the branding seemed like a logical direction.
Q. From a design standpoint, what is one of the primary benefits of the new look?
I like the fact that it doesn't get in the way and it's not trying too hard to be cool or relevant (even though it is.) We were looking at another direction that was pretty modern and a little more flashy and ultimately decided that it wasn't the right personality for the brand. Wax Space is more Wes Anderson than Taylor Swift... more like a beautiful refurbished 1991 Land Rover than a 2019 Tesla... more like a pair of vintage Alden wingtips than a slick Armani suit... etc. etc. Classic. Cool. Functional. Smart. I think the branding evokes the right personality.
The Wax Space Team is thankful for your ongoing support and trust and we’re excited for what the future holds.