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.
Raw.Studio is to bring forth a reimagined identity, grounded with a story and rationale the spell true to the core values and roots of what Soho is all about.
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.
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.
Colour plays a central role to defining Soho’s brand, when designing the new colours, we’ve looked at what other’s are using, and how we can iterate on the colours that Soho already adopts.
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.
The process resulted in an evolved palette that builds on the old colours by delivering better legibility and offering a fresher outlook for the company as a whole.
The Monogram composes of two simple geometric shapes, arranged and overlayed to produce the shape of an “S” opening the name “Soho” to the viewer.