Analyzing competitors, we saw that all co-living projects only communicate about the benefits of communual living, while the target audience worries most about the potential lack of privacy and would rather have a set of private and communual spaces with clear boundaries of use. These two discoveries helped us realise that Solo Society must be dual - a combination of community and privacy.
Name and slogan
The name gives meaning to the fact that this house becomes a community with individual personalities, while the slogan identifies who can become a member - for all and for every one. Again, this highlights the duality of the brand.
To communicate the message of dualism we created a vibrant identity system that is one the most obvious and easiest to understand. Motives, colors and textures confront each other in halves, which as a whole creates a consistent cohesiveness.