Cohost
Sector: Lifestyle, Hospitality & Leisure
Practice area: Brand Refresh, Type Design, Visual Identity System, Art Direction
Cohost is an premium rental apartment community operator that provides quality apartments as a product, focusing on “design, community, lifestyle” and infusing soul in subtlety. They believe in the transformative power of space, believe that the good life is made up of rich moments, and hope to bring comfort and pleasure to daily life through well-designed spaces, and inspire new behaviors, new perspectives, and new ways of thinking. Cohost also wants to be a showcase of its tenants' personal beliefs and values, a concrete embodiment of their ideal lifestyle.
The goal of the brand refresh is to personify Cohost in a systematic and expressive way, and help them present “to give opportunity for tenants to be social, creative, connected, constructive to the neighbourhoods and inspiring people” as its vision through bold and simple visual identity, and to connect with young customers.
Instead of defining one unique logotype for a brand, in this project, we customized a logotype with 7 different weights variation for Cohost, and we enabled 3 of those weights to be used as the brand's logotype in the first stage after the new identity launch. In this way, the logotype of the brand can be flexibly adapted to different communication scenarios at different volumes while maintaining its consistency. For example, the most thinnest version will be used more in situations that require silence and avoidance of distractions, the standard version will be used in the scenario where the brand conducts B2B business operations, and the bold version will be used in community and social media with direct conversations with its consumers.
Derived from Cohost's simple, colorful, and slightly decorative interior design style, we included rich and colorful expression in the visual identity system to create rich and diverse emotions for the communication of the brand. In response, we created a responsive layout system to meet the uniformity and integrity of different media sizes, from vertical displays and standard posters to social media images and horizontal website banners.
