• es
  • en
  • The Crafters
    Launching Collective Prosperity
    Model | Strategy | Go-to-off-Market Methodology | Identity | Experience

    How did The Crafters go from a shared-space model (coworking) to a community design model?

    The rental boom in shared (coworking) office space permanently revolutionized ways of working. The trend that WeWork led became the new normal for hundreds of businesses worldwide that did not have the luxury of paying floor or full-building rents. With the goal of taking advantage of a segment-growth opportunity, The Crafters approached Thrust to work on an “alternative” model that, without huge capital investments, would make sense vis-à-vis market needs. Together we worked on developing a methodology to create value through community design and microecosystems for local professional vocations.

    Data reading

    Based on an algorithm and data-science principles, we put together a methodology that allowed us to identify investment opportunities in different metropolitan Mexico City polygons. Based on gathered information, we designed a set of archetypes in accordance with different property owner or “holder” profiles. We also posited a partnership model we called the “Legacy Club,” that consists of a sort of co-investment membership in which the owner has access to “membership” benefits designed based on that cohort’s elements, contents and relevant experiences.

    Vocational encounter

    To structure the value proposal we worked on a brand-architecture that allowed us to understand and define the vocation and experiential attributes of the areas we wanted to go into. Out of that, we created three tribe or community types, specifically, Innovation Hub, Financial Hub and Culture Hub. It let us attract and manage projects as well as the properties surrounding those projects.


    Based on a model of “Collective Prosperity,” the Crafters methodology opens the door to identifying investment opportunities and designing communities based on defining the local area’s professional vocation, in addition to defining partners who can generate shared value for that ecosystem. To that end we defined the site’s “identity” (architectural, branding, verbal) and even passed the baton to construction, commercialization and maintenance teams. What’s more we inaugurated a Community Management model identified with three important levels: internal players and outsiders/partners at the same service, the joint microsystems inside buildings and The Crafters’ mega-community throughout the metro area.

    Build, belong, become

    Thanks to our consultancy, The Crafters became a project with a sense of belonging and lifestyle. Currently the Crafters “family” of communities has reached five micro-ecosystems, that, through the vocation design and community management model, is attracting businesses in everything from high-growth innovation start-ups like Ben&Frank and Sports Management, to scale-ups currently in process as part of the SegundaMano reinvention process.

    How can we help you?
    Portón Azteca+Jenner