Find the right home match

AWA mobile awards

raised $1.94M

featured on 7 news




Our Solution


UX & Strategy




Colour System


Final Outcome

01 Introduction

What’s Soho?

Finding your dream home is a hassle and an arduious process. Soho solves this by taking the monotony of home finding away through the use of Gamification using familar controls and power it with Machine Learning and AI.
The result is an experience that makes one of the most important decision in your life, much more bearable.

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02 Our solution

Redesigning Soho’s identity.

We reimagined Soho’s identity, guided by a story and rationale that speaks to the core values and roots of Soho.

ServicesUI Design at Raw.Studio

UI Design

ServicesBranding at Raw.Studio


ServicesDesign Workshop at Raw.Studio

Design Workshop

03 UX & Strategy

Let’s begin

To begin, we’ve discussed with Soho to understand the who, what, and why of Soho’s mission and values, followed by an oppurtunity assesment by auditing the current design approaches of competing establishments. By identifying a pattern that persist in other brands, this presents an oppurtunity to fundamentally bring visual differentiation.


  • A cohesive visual identity that accurately represent what Soho is about.
  • Bolster brand recognition and individuality
  • Shift Soho’s visual outlook to appeal towards a wider demographic.

04 Branding

A Story Rooted In its Interaction.

Building off the main interaction mechanism in the App procured several solid foundational concepts that was built upon to produce the new identity.

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Communicating informed homebuying

Soho’s logo ideation revolves around the idea of an assured, certained, homebuying process. So the motifs of houses and direction is used to inform what the logo should be.

05 Colour System

Improving visual legibility through colour.

The new colour palette aims to play on the strengths of the old scheme, being that its a unique mix of colours that stood Soho out from the rest of the competition.

Life in Colour

Colour plays a central role to defining Soho’s brand. Originally, we did an audit of Soho’s existing colour palette and iterated from there.


  • The team identified that Soho has a strong foundational colour choice that sets them apart
  • The new Colours not only delivers a fresh face to the identity of Soho, but also is designed for accesibility.
  • We went to take the old colour palette, flip the Main and Accent colour around and revamp each colour with a new, more vibrant shade.
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06 Final Outcome

Design Guideline & Brand Application

We’ve also created a design guideline to create consistency for Soho’s brand, and

Colours - Raw.Studio
Logo Colours 1 - Raw.Studio
Typography - Raw.Studio
App Insitu 1 - Raw.Studio
Bus Stop Ad 1 - Raw.Studio
T Shirt Mockup 1 - Raw.Studio
Tote Bag 1 - Raw.Studio

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