Eleven Willow

A boutique coworking space in Nashville designed for creative entrepreneurs. The original brand, Deavor, had lost clarity and struggled to attract premium members due to a confusing market position.

But when Deavor moved into a new building, it was the perfect opportunity to reimagine everything. Kirk brought me in—we’ve been building brands together since 2012.

We renamed it Eleven Willow (the street address) and rebuilt the brand from the ground up:

• We got clear on the value proposition
• We outlined the ideal member
• And we crafted a brand narrative that would combine the two
• Applied that story across every touchpoint—messaging, space, even the coffee cups

This wasn’t just a facelift—it was a complete realignment around purpose.

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Eleven Willow now runs at capacity. Offices stay booked. It’s the go-to spot for Nashville’s creative entrepreneurs—and it commands a premium fee. This business became a category of one.