Fiercely independent, together: CoCreate KC feeds talent through coworking pipeline

A new coworking space in the Crossroads — CoCreate KC — plans to mix commercial and fine artists to stoke creative energy, with each member able to lend their talents to the founding firm, BrandWell Partners, said Brad Lang.

Brad Lang, BrandWell Partners, CoCreate KC

“There are so many Kansas City, successful freelancers out there working on the ground,” said Lang, co-founder of BrandWell Partners, a business and brand consultancy founded in early 2018. “Our hypothesis was that they would like to a place where they can collaborate with creative professionals to grow their business.”

“The biggest benefit is people can continue to be fiercely independent, but do that together, which is an unusual juxtaposition of things,” he added. “[Members] can run their own successful freelance business but have a place to come to collaborate and grow their businesses in a pretty cool space.”

Lang, along with co-founders Matt Anthony, Jan Creidenberg, and Centerfield Asset Properties principal Paul Migliazzo, created the coworking space to foster the mindset that comes with being around other creatives, he said, but also to give BrandWell access to talent.

“We decided that we would launch BrandWell Partners in this new building at 3238 Gillham, and instead of hiring a big staff, we would instead create this coworking environment for creative folks, again, to give them a gathering place, but also selfishly, to have access to great professionals to create campaigns for us and do work for clients,” he said.

The membership process is somewhat selective, with a pre-interview and tour at the space scheduled with potential members before they are asked to join, Lang said, noting advertising has a unique culture different from other industries.

“As much as a writer is no good without an art director — can’t turn [writing] into anything without an art director or designer — a web developer needs writers and art directors, too. So they really all rely on each other,” he said. “Our hope is that just by sitting amongst other creative people, it’ll be really easy to collaborate.”

Freelancers wishing to remain autonomous can do so, he added, as every member’s logo and work will be prominently displayed in the front entryway, including the artist’s portfolios displayed on the site.

The space offers open areas with designated desks and conference rooms for bringing in clients, he said, noting the members receive full amenities like coffee and spirits, personal lockers, as well as free parking and unlimited printing, at $399 per month.

“Our approach is really simple,” said Lang.