LBBW Immobilien approached us with the desire to develop a branding for a new microapartment concept. The pilot project was to be built in the Sachsenhausen district of Frankfurt. With smartly designed, furnished apartments, communal areas and sharing offers, the concept is aimed at a predominantly younger target group of students, commuters and expats looking for a temporary home. acres' task was to develop a brand that appeals to an international target group and to support LBBW with customized tools in selling the property to an investor.
read more- Type of project
- Micro apartments
- Location
- Germany
- Client
- LBBW
- Disciplines
- Umbrella brand strategy, product development, naming, branding, trademark application (DPMA), logo, corporate identity, imagery, print, brochure, give aways, digital design
Brand and philosophy
THE BOHOMIAN – the word symbiosis of bohemian and home – stands for nonconformism, self-determination and urban living culture and at the same time conveys a feeling of home, belonging and community. The claim “Stay urban” is a reference to the central location of THE BOHOMIAN, but also an expression of a contemporary attitude to life.
The color concept of extensive black and white as well as light shades, gray with sparingly used pastel shades creates a lively, modern and at the same time unagitated, high-quality aesthetic. The combination of the typefaces – the robust, angular Freight with the warmer and more geometric Brandon Grotesque Sans – creates a pleasant and dynamic effect.
The Bohomian’s brand world is complemented by the appropriate visual language: portraits showing people, which visualize the lifestyle and aesthetics of the target group. The attitude of The Bohomian is expressed across all media in the positioning, which also characterizes the user groups of the product.
The Bohomian is LBBW's strong own brand for Microliving.
Brochure
To attract potential investors, a high-quality marketing brochure was developed and the Microliving project was positioned as an attractive investment product. Interested investors should also be provided with all necessary real estate data. The aspects of urbanity and individuality are expressed in high-contrast design and haptic accents such as the alternation of smooth and rougher paper as well as different page formats.
iPad-presentation
Making The Bohomian a digital experience was the goal of the iPad presentation designed and implemented by acre, which convinced potential investors of the product, especially during the Expo Real.
