A co-living community - for young professionals
Lead Graphic Designer
What is Subletinn?
Subletinn is a co-living housing service that aims to create a self-propagating and holistic community by connecting genuine people.
Improving Subletinn's branding consistency
Over the past 5 years, Subletinn did not have a brand guideline that aligned itself with. Therefore, it causes inconsistencies over the website and social media platform which may confuse prospective tenants. Thus, as a UI/UX designer, I am tasked to build a brand guideline that aligns with Subletinn's vision and mission.
Brand and Logo inconsistencies
The Subletinn Logo was inconsistent. Although it was a simple logo with a keyhole and a ring, the sizing and spacing throughout multiple media platforms were inconsistent because the brand did not have a dedicated style it adhered to.
Some style guides to include:
Brand color association
Inconsistent Logo use
Building a brand guide
Creating a brand style guide for Subletinn allows creating consistent, on-brand content. By applying the style guide throughout all of Subletinn's content, Subletinn's content will have a more consistent look.
Making path into objects to ensure consistent sizing
Establishing safe spaces around each design to ensure a consistent brand image
Adding a subtle gradient to the main logo to increase contrast and readability.
Prior to branding, Subletinn uses a bright red color for its primary logo to create an eye-catching image. Building on the bright red, I added a few other colors to suit the color palette.
Primary colors: Red, Dark-pink, and Off-black
Secondary colors: Yellow, Turquoise, and Blue
Subletinn uses Lato for its original logo design. However, Lato does not convey the friendliness and community-oriented mission that Subletinn strives for. Therefore, we decided to use Poppins for our main typography as its roundness better suits the company's mission. Poppins is also a free google font, so, not only is it easy to access, but also safer from a legalistic viewpoint.
What did I learn?
🎨 Creating a brand style guide takes time
Like UX design, there is a process in which creating a brand style guide aligns to. There is the research process, ideation process, and design process that takes a good amount of time. Although creating an aesthetically pleasing design is important, the main purpose of creating a style guide should be to reflect the mission and vision of the company and establish a consistent brand.
🔊 Communication is key!
Constant communication with the stakeholder is required to create an effective brand style guide. Throughout this process, I worked closely with the founder and the co-founder of the company to establish a brand that reflects the company's mission.