The definition of ‘home’ is changing for young city dwellers. Central locations provide access to everything a city has to offer, but sky-high rents can leave limited funds to enjoy it. Places is a new residential concept where young professionals share space with like-minded people, reducing service costs and benefitting from the freedom of flexible tenancies. Places provides all the benefits of community alongside the privacy of personal space.

As a new development in an exciting and evolving category,
Places needed a clear positioning that would appeal to the target audience - urban professionals attracted to a more flexible way of living.

The challenge for the Places visual identity was balancing a sense of community with a sense of individuality; a feeling of belonging and of freedom. To unite these concepts, we drew together a map of the area with an abstact impression of a fingerprint – a unique identity of place and person.

Colours were taken from the palette of swatches and materials within the interiors, helping to tie the brand to the physical experience of being in the space.