Creating our Collective identity
We landed on a simple design philosophy. ‘It’s the collective’. Take things and put them together and you have ‘a collective’. A representation of the power and magic of people, places and things coming together. We worked with DesignStudio to weave this idea through our whole identity. We worked with Colophon Foundry to create a custom typeface with alternating characters that would reflect this uniqueness. We landed on an illustrative style that’s colourful, textural and vibrant, and photography that captures our people and spaces in a natural way.
And we fed this idea of home through everything, from textures inspired by soft furnishings, to our interior design direction which is all about creating warm, welcoming spaces that are as eclectic as they are flexible to different people’s needs.
Then there’s our logo, our mark. Built from separate shapes, colours and textures, it symbolises things coming together to create something unique. Each of the shapes in our logo represents a core component of design and living:
- The pentagon represents structure – you might think of it as the building within the logo.
- The oval represents warmth – the space to make your experience living with us your own.
- The weird, abstract shape represents people – because it's our personalities that make us what we are.
It’s a symbol for people who want to connect, share experiences, and live fully.