When you’re a disruptive new player in an established industry, clearly communicating your unique value proposition through a strong brand identity can be challenging. By taking this a challenge, Flexible housing provider Habyt recently underwent a rebranding that provided a distinct brand purpose and visual identity that communicates the company’s values and mission. Let’s get to know more about this rebranding.
Crafting a Powerful Brand Purpose
Founded in Berlin in 2017, Habyt aims to remove barriers to finding housing, whether for a night, an international relocation, or a co-living community. After acquiring major players like Common and Hmlet, Habyt engaged DesignStudio to define their brand strategy and identity.
With a portfolio of 30,000+ units across 50 cities, Habyt needed a distinct global brand reflecting their values, while optimizing the tenant experience. To create a powerful brand purpose that reflects Habyt’s values and mission, DesignStudio focused on distilling the company’s message into a simple, memorable idea. “Habyt aims to make finding a place easier, empowering you to seize opportunities and live anywhere” explains DesignStudio’s Eric Ng. “We captured this in the brand purpose, ‘Your next move unlocked’ “.
‘Your next move unlocked’ encapsulates Habyt’s commitment to making it easier for individuals to find a place to stay, regardless of their circumstances or background. Unlike other property providers, Habyt’s commitment to ‘Tell It Like It Is’, ‘For Your Every Turn’, and ‘Breaking Barriers’ focuses on delivering a highly utilitarian experience that garners trust.
A Utilitarian Visual Identity Mirroring Habyt’s Functional Focus
Unlike lifestyle-focused brands, Habyt favors utility and trust. Inspired by architectural plans, the visual identity reflects this functional ethos. The logo’s ‘unlocking’ symbol in the ‘H’ represents unlocking opportunities. Clean typeface Basis Grotesque boosts legibility.
Strategic accent colors distinguish products across Habyt’s portfolio. Icons communicate property features, while illustrations evoke spaces and inhabitants. The identity provides continuity for users throughout their customized Habyt journey.
Optimized for Tenants Seeking Flexibility
Habyt was successful in creating a stunning visual identity that sets them apart as a leader in flexible living. The rebrand is all about empowering people to embrace the idea of flexible housing, and it’s really breaking down barriers and building trust. It provides Habyt a distinct and optimized brand identity and experience to match their innovative flexible housing model. “We’ve radically transformed customer insights into a unique viewpoint, showcased in our state-of-the-art brand elements,” says Habyt’s Luca Bovone. “We’ve laid the groundwork to create a distinct connection with clients of all ages and varying needs, positioning ourselves as the preferred brand for their living requirements.”
Final Thoughts
DesignStudio’s work with Habyt demonstrates the power of a simple brand purpose and a highly utilitarian visual identity. By focusing on function over form, Habyt has created a distinct brand that reflects its values and mission while offering a seamless experience for tenants. As individuals and families continue to seek flexible housing solutions, Habyt’s unique brand strategy and visual identity will help unlock opportunities for all.
