X+WHY / SELECTED WORK
X+WHY / SELECTED WORK
Growing without losing its why.
Growing without losing its why.
Growing without losing its why.
Founding identity · Brand evolution · Impact reports · Editorial
Founding identity · Brand evolution · Impact reports · Editorial
The founding mark / The X, with its hidden Y
The founding mark / The X, with its hidden Y
Helping a growing business scale without losing its why
Helping a growing business scale without losing its why
Helping a growing business scale without losing its why
A continuing creative partnership has supported x+why’s brand through every stage of growth, from startup identity to a national system, impact reporting and an owned media platform. The creative has evolved as the company changed shape, with its purpose kept intact.
A continuing creative partnership has supported x+why’s brand through every stage of growth, from startup identity to a national system, impact reporting and an owned media platform. The creative has evolved as the company changed shape, with its purpose kept intact.
THE RESULTS
THE RESULTS
1 → 12
1 → 12
1 → 12
Buildings
Buildings
787
787
787
Member companies
Member companies
4 → 175
4 → 175
4 → 175
Team members
Team members
Company growth figures provide context; they are not attributed solely to design.
Company growth figures provide context; they are not attributed solely to design.
Brand in the world / A purpose-led business with a distinctive public voice.
Brand in the world / A purpose-led business with a distinctive public voice.
Visual language / A system that can move between community, hospitality and purpose.
Visual language / A system that can move between community, hospitality and purpose.
Scaling into premium hospitality without losing the start-up spirit
Scaling into premium hospitality without losing the start-up spirit
Scaling into premium hospitality without losing the start-up spirit
x+why began as an ambitious mission-led workspace brand with a deliberately energetic start-up character. The founding visual identity introduced the X with its hidden Y, which became the brand’s enduring symbol.
As it expanded into more premium spaces and a broader hospitality proposition, the challenge was to evolve the brand without losing the personality and purpose that had made it distinctive.
x+why began as an ambitious mission-led workspace brand with a deliberately energetic start-up character. The founding visual identity introduced the X with its hidden Y, which became the brand’s enduring symbol.
As it expanded into more premium spaces and a broader hospitality proposition, the challenge was to evolve the brand without losing the personality and purpose that had made it distinctive.
Visual language / A system that can move between community, hospitality and purpose.
Visual language / A system that can move between community, hospitality and purpose.
Art direction / Showing the spaces where the brand comes to life.
Art direction / Showing the spaces where the brand comes to life.
Community / Connecting the purpose to the people behind it.
Community / Connecting the purpose to the people behind it.
02 / IMPACT REPORTING
02 / IMPACT REPORTING
Purpose that builds stronger relationships.
Purpose that builds stronger relationships.
Purpose that builds stronger relationships.
Three years of reports have helped demonstrate x+why’s purpose in practice to investors, landlords and other stakeholders. Each edition develops the brand while creating stories and assets that live beyond the report.
Three years of reports have helped demonstrate x+why’s purpose in practice to investors, landlords and other stakeholders. Each edition develops the brand while creating stories and assets that live beyond the report.
Impact reporting / Making the progress tangible in print.
Impact reporting / Making the progress tangible in print.
Mission Update / Sustaining the conversation between reports.
Mission Update / Sustaining the conversation between reports.
2025 impact report / A digital expression of the business’s progress and purpose.
2025 impact report / A digital expression of the business’s progress and purpose.
x+why
1/10
2/10
3/10
4/10
5/10
6/10
7/10
8/10
9/10
10/10
You do not create
your own reality
You aren't fully responsible for manifesting it. That would be absurd.
There are billions of things going on around you. You're part of that pattern.
But you can influence the things around you. And maybe that's enough.
Tune in… & the ripples turn exponential.
2025 Impact Report
Changing the way
the world meets
and works, for good
x+why
1/10
2/10
3/10
4/10
5/10
6/10
7/10
8/10
9/10
10/10
You do not create
your own reality
You aren't fully responsible for manifesting it. That would be absurd.
There are billions of things going on around you. You're part of that pattern.
But you can influence the things around you. And maybe that's enough.
Tune in… & the ripples turn exponential.
2025 Impact Report
Changing the way
the world meets
and works, for good
112
2025 B Corp Score
+19.8
98.3
Our previous score
50.9
Median score for businesses
x+why
1/10
2/10
3/10
4/10
5/10
6/10
7/10
8/10
9/10
10/10
You do not create
your own reality
You aren't fully responsible for manifesting it. That would be absurd.
There are billions of things going on around you. You're part of that pattern.
But you can influence the things around you. And maybe that's enough.
Tune in… & the ripples turn exponential.
2025 Impact Report
Changing the way
the world meets
and works, for good
787
member companies
1,030
private events
hosted in 2025
IN THEIR WORDS
“Working with Ben has always felt like proper collaboration. He understands not just the brief but the bigger picture, and brings ideas that elevate the result.”
“Working with Ben has always felt like proper collaboration. He understands not just the brief but the bigger picture, and brings ideas that elevate the result.”
“Working with Ben has always felt like proper collaboration. He understands not just the brief but the bigger picture, and brings ideas that elevate the result.”
Josephine Mosely / Brand Manager, x+why
03 / MISSION LIT
03 / MISSION LIT
Building a platform for mission-led business
Building a platform for mission-led business
Building a platform for mission-led business
Mission Lit gave x+why a way to lead the conversation around purpose and better business. Beginning as an illustrated book, it has grown into a biannual zine featuring voices from across its community. Consistent creative direction has shaped a recognisable platform around its ideas.
Its thinking on the role of mission in creating stronger brands also informs the Mission Lit workshops.
Mission Lit gave x+why a way to lead the conversation around purpose and better business. Beginning as an illustrated book, it has grown into a biannual zine featuring voices from across its community. Consistent creative direction has shaped a recognisable platform around its ideas.
Its thinking on the role of mission in creating stronger brands also informs the Mission Lit workshops.
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Mission Lit / Turning ideas about better business into a recognisable publication.
Mission Lit / Turning ideas about better business into a recognisable publication.
The book / A tangible starting point for the mission.
The book / A tangible starting point for the mission.
Editorial and illustration / Giving the ideas a distinctive voice.
Editorial and illustration / Giving the ideas a distinctive voice.
Mission Lit / Turning ideas about better business into a recognisable publication.
Mission Lit / Turning ideas about better business into a recognisable publication.
From publication to participation / A Mission Lit workshop.
From publication to participation / A Mission Lit workshop.
KEEP EXPLORING
KEEP EXPLORING
Credibility without conformity.
Credibility without conformity.
What is changing for your business?
What is changing for your business?
What is changing for your business?
Creative Partner for Founders & Marketers
Creative Partner for Founders & Marketers