Squarespace is in the business of developing brands. So it’s no surprise that the company—a website-building platform geared to the independent workforce—has a strong identity of its own. With spokesmen such as Keanu Reeves, John Malkovich, and Jeff Bridges (stars of some of the Millennial generation’s cult films) Squarespace, which began as a start-up in 2004 and now has nearly 800 employees in New York; Portland, Oregon; and Dublin, has relied heavily on the “cool” factor to attract a customer base and staff of young creatives. Likewise, the company’s new headquarters, in the 12-story 1927 Maltz Building, a former printing-district factory in New York’s West Village, exhibits a laid-back panache.