Ultimate Uniplaces Brand Presentation

UNIPLACESFROM NO BRAND, TO BEST BRAND

Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com

WHY DID I JOIN?

First of all, because of the challenge, and then the opportunity to be in charge of a small team1 capable to produce and push the visual elements forward. From story telling of the brand up to the consistency.

1- the small team ended up never happening, it was just me and my alter egos! I think in the end that worked out pretty well after all! :)

WAS DESIGNING A NEW LOGO A GREAT CHALLENGE?OR AN OPPORTUNITY?

Rebranding a startup that wants to establish itself as the leading player in a market was always goingto be a great challenge. Especially as it’s such a dynamic market and with an audience that is so tunedinto esthetics, design, and looking to connect with an emotional brand.

It wasn’t going to be easy, but it was an opportunity to reposition and to strengthen the brand thatI wanted to seize. I think maybe the hardest challenge to overcome was that the people who worked here, the founders and other early staff, had grown so attached to the old brand. I understand it, of course, they had lived and breathed the old Uniplaces (should I say the old UniPlaces1?) for so long, they were veryprotective of it. They knew the change had to be done, they wanted it to happen, though. It would refresh the company, the brand and its values.

1- the small team ended up never happening, it was just me and my alter egos! I think in the end that worked out pretty well after all! :)2 - “UniPlaces”: Before the rebranding, Uniplaces was written this way.

UNIPLACES IN 2012

4 FOUNDERS 17 COLLEAGUES 1 BIG DREAM

UNIPLACES IN 2012

JUST A LOGO

UNIPLACES IN 2013

3 FOUNDERS 25 COLLEAGUES 1 BIG DREAM

UNIPLACES IN 2013

STILL JUST A LOGO

STILL NO IDENTITY

STILL NO EXPERIENCE

STILL NO RECOGNITION

UNIPLACES IN 2013

STAGE ONE

BUILDING THE BRAND

STAGE ONEBUILDING THE BRAND

THE FIRST APPROACH

THE FIRST TIME THE DOORAPPEARS AS A MEANING

MULTIPLE IDEAS AND CRAZY THOUGHTS

AND AFTER THE STORM...

WHAT DOES THE LOGO REPRESENT?

An open door. I decided an open door had to be a part of our new logo.The door as a symbol is incredibly powerful: it holds opportunity beyond, a new stage, a unique experience. It stands for a preview of what the student finds when they get to their new home.

Being open invites us to step through it. The frame around the door is a map-marking pin: in our mind, not only the house but the student’s experience will be defined by the location of the apartment.

TYPOGRAPHY

BOLD TO BE STRONG

LOWER CASE TO BE FRIENDLY

TAGLINE

THE BUSINESS SIDE

THE EXPERIENCE

WHAT ARE THE PILLARS THAT THIS NEW BRAND IS BUILT UPON?

The big idea was to create a love-brand, a global reference and a company that would be top-of-mind for students everywhere. Those are the foundations: everything else we built on it. We want students to, when they use our platform and then when they live that experience on an apartment we helped them find, have such a positive, memorable experience that they will want to repeat the experience and recommend it to all their friends.

On top of that, pillars include a more straightforward and energetic approach to students and landlords,a more visual and colourful identity, and a cleaner look.

EVERYTHING IS POSSIBLE

Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.comTiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com

THE BRANDBOOK

STAGE TWO

REBUILD THE PRODUCT

STAGE TWOREBUILD THE PRODUCT

HOW IT WAS IN 2014

NO INTEGRATED MAP

LITTLE INFORMATION

LACK OF CLARITY

ONLY 1 LANGUAGE

STAGE TWOREBUILD THE PRODUCT

AFTER SOME UX/UI

STAGE THREE

INCREASING RECOGNITION

STAGE THREEINCREASING RECOGNITION

PHOTOGRAPHING THE USER EXPERIENCE

THE UNIPLACES VIDEO

THE UNIPLACES SCHOLARSHIP

THE UNIPLACES ACADEMY

SOCIAL MEDIA AT APRIL 2015

APRIL, 2015

Uniplaces in Portugal became a widely recognised brand.

46% of students in Portugal knew Uniplaces brand58% associated it with student housing29% associated it as Global Student Brand

SOCIAL PROOF

From 2012 Social Media Awareness: Miguel Amaro’s friendsFacebook likes in January 2014: 0Facebook likes in January 2015: 13kFacebook likes December 2015: 131kFacebook likes January 2016: 141k

STAGE FOUR

LEAVING ON A GOOD NOTE

STAGE FOURLEAVING ON A GOOD NOTE

THANK YOU ALL

Each one of you is a wire that makes upa sturdy rope. The stronger you are, the stronger the rope will be.

Ultimate Uniplaces Brand Presentation

Design

Transcript of Ultimate Uniplaces Brand Presentation

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