AWA mobile awards
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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.
02 Our solution
We reimagined Soho’s identity, guided by a story and rationale that speaks to the core values and roots of Soho.
03 UX & Strategy
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.
Building off the main interaction mechanism in the App procured several solid foundational concepts that was built upon to produce the new identity.
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
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.
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.
06 Final Outcome
We’ve also created a design guideline to create consistency for Soho’s brand, and
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