Together Co-Living

Full-on Branding and Rollout of Together Co-Living, disrupting the Co-Living scene in Melbourne

Client: GCP Hospitality
Location: Melbourne, Australia
Delivery: February 2021

Brief

GCP Hospitality acquired a cluster of two hospitality buildings in Melbourne and to avoid business cannibalization between the two properties, we were tasked with developing a tailor-made Co-Living concept and brand that could be scaled to 450 keys, and reimagining a space program to activate over 3,000 sqm of public areas.

Approach

Introduced Melbourne to a new standard of community living with the launch of Together Co-Living. Provide an all-in-one living solution specially designed for modern lifestyles, focused on community and interactivity with the perks of communal space and privacy. The design-driven site offers 455 spacious rooms of varying sizes for international students, travellers, workers, and young professionals.

Solution

The existing building was reimagined as a space for nurturing a community, introducing a large co-working area equipped with meeting rooms, along with multiple indoor and outdoor spaces spanning across 3,300 square meters, ideal for dining, playing and socialising. Residents also have access to a restaurant and bar, a fully equipped 230 m2 gym, an outdoor heated pool, sports courts, and other facilities such as communal kitchens – as well as a series of over 25 planned monthly events.

Strategy

To support this trendsetting concept and enable the property to have instant recognition, a strong Branding, Visual Identity, and launching strategy were created. The brand relies on the colors of the space: clean and sharp with a touch of spontaneity with a terrazzo pattern. The entire design is liquid and easily adapted to the in-house app, and the digital or print campaigns, hinting to the flexibility offered by the co-living. The Brand ties its community together through a young look and a smart voice consistently used all throughout.

Outcome

Finalist of the Coliving Awards 2021 in the Best Initiative Fostering Coliving

Scope

Branding
Experience Design
Advertising
Art Direction Strategy
Operations Marketing
Media Relations & Investors Relations
Content & Storytelling
Way-Finding And Signage

Restaurant Concepts & Branding
Digital Marketing
Website Design
Styling
E-Commerce
Technology Integration
Photography