The context
‍After collaborating with Generation Estates on their success Here!, they looked to us again for their next project. This time for a UK-only venture that needed its own distinct name and identity within their growing portfolio.

‍The craft
‍When it came to the name, there was only one place to go from Here. It had to be Now. From there, we began building a brand identity around the moniker and the mindset and tackling the broader identity challenge of how to be playful without being childish, and sophisticated without being stuffy.

The logomark captures the brand's forward momentum and became the foundation for our entire visual system. In motion, it translates seamlessly into a defining principle for all movement when bringing the brand to life across digital touchpoints. Elsewhere, it is able to transform into whatever the moment demands: a stage for typography, a housing for imagery, pattern creation, location markers and even wayfinding.

Pairing all this with a considered colour palette, we brought the brand’s personality to life. A yellow floods the brand with optimism and approachability. Blue grounds everything with reliability and calmness, while purple injects a certain creative energy that keeps things from feeling too staid or pedestrian.

Finally, we anchored everything with a typeface that walks the line between functional and characterful. It's got enough personality to command attention in headlines yet remains readable when our audience are down in the detail.

‍The end result 
‍The brand rollout flexed across every touchpoint, from that first digital encounter to move-in day and beyond. Whether students were scrolling through social media, navigating the website, receiving welcome packs, or walking through common areas, consistency was key. So, we created brand guidelines that empowered Generation’s teams and the teams on the ground to maintain consistency while allowing flexibility for local market needs or trends.