girl walking down hall at BrightLane


About the Client

BrightLane is a co-working community of entrepreneurs who connect, collaborate and innovate to improve their business results.

Perceptible was retained to develop a new co-work brand and build a launch communications strategy that would rapidly build public awareness in the Toronto King West downtown core.

Deliverables Provided

  • Strategy development
  • Branding & visual identity development
  • User interface design
  • Site implementation in Drupal 7
  • Creation of the BrightLane Entrepreneur Awards
  • Ongoing site hosting, creative and technical support
  • Ongoing advertising and marketing collateral creation
  • Front-desk sign-in app
  • Private social network membership management platform
  • Facility and room booking integration


BrightLane’s primary need was to differentiate their facilities from a number of established competitors located in the downtown Toronto core.  The marketing strategy presented and agreed upon included traditional print, outdoor, event marketing and a strong web and social media presence.


New naming, branding and a distinct communications approach defined BrightLane’s character and encourage people to become a BrightLane member. Perceptible developed the BrightLane Entrepreneur Awards (BEA's) as a themed focus to build awareness online and in the community. The BEA's along with a very distinct social, video and street-level billboard campaign quickly established the BrightLane brand in King West, Toronto.


The development of a new web site, with a private member network, manages member collaboration and BrightLane's day-to-day tasks of printing, room booking, payments and event booking. An updatable web site build on Drupal 7, containing an intuitive user interface design, allows BrightLane to manage their Co-work space and community relationships easily and affordably.

Measurable Result

Within fifteen months the BrightLane brand had established itself as a "cool" place to be for entrepreneurs seeking a co-work environment and the facility reached its occupancy goals in the first twelve months.