REAL ESTATE PRODUCT DESIGN
BRAND IDENTITY
THE BRIEF & SOLUTION
Creation of a naming, brand strategy, and visual identity for a coliving space for students and young professionals.
Context & Insight
Living in a coliving space often represents a significant new beginning. Sharing a home with unfamiliar people brings both excitement and uncertainty. Therefore, choosing where and how to live is rarely just a practical decision. For many young people, it reflects the type of lifestyle and community they want to be part of. Recognising this emotional tension revealed an opportunity: a brand that validates this moment of decision can transform the anxiety of making a choice into the confidence of starting a new chapter.
Strategy overview
The brand strategy focused primarily on the experiential benefit of the brand, aligning the target audience’s self-identity (both their real and aspirational selves) and the collective-identity with the brand’s identity, with the aim of co-creating a brand that met their expectations of a co-living experience.
Visual Identity
The logo was designed to symbolise a welcoming environment for residents beginning a new chapter in their lives. To reinforce this idea, the design is inspired by the principles of signage design, using a rounded rectangular frame combined with the Signika typeface, originally designed for signage application, which is characterised by its softer, more fluid strokes and rounded corners, conveying a contemporary, clear, friendly and accessible style. The colour palette combines a warm yellow with a neutral range of cool greys. The yellow accent introduces energy and optimism, reflecting the idea of a positive new beginning, while the neutral greys provide visual balance and consistency between imagery and graphic elements including the logo, and across different brand applications. The result is a simple yet distinctive visual language that is easy to recognise and recall.
Brand Narrative
Core Concept: “Choose well, choose The Choice Coliving”. This line encapsulates the brand narrative by transforming the uncertainty of choosing a coliving space into a confident and empowering decision. By placing choice at the centre of the brand, it positions The Choice Coliving as a positive and intentional life decision.
Narrative Expression: The narrative is designed to create emotional resonance by speaking directly to the audience, allowing them to see themselves as the protagonists of their own new chapter. By consistently emphasising choice, the narrative builds brand associations around empowerment and positive decision-making.
Examples of brand messaging: “Choose to enjoy, live with design, dream big, stay close to everything, share and make new friends, because you only live once, choose well… THE CHOICE COLIVING”
Outcome
The project delivered a cohesive brand identity system where naming, visual language, and narrative work together to address the uncertainty behind choosing a shared living space. By placing the brand strategy at the core of every touchpoint, the brand positions itself as a confident starting point for a new life chapter.
