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UNIPLACESFROM NO BRAND, TO BEST BRAND
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
WHY DID I JOIN?
First of all, because of the challenge, and then the opportunity to be in charge of a small team1 capable to produce and push the visual elements forward. From story telling of the brand up to the consistency.
1- the small team ended up never happening, it was just me and my alter egos! I think in the end that worked out pretty well after all! :)
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
WAS DESIGNING A NEW LOGO A GREAT CHALLENGE?OR AN OPPORTUNITY?
Rebranding a startup that wants to establish itself as the leading player in a market was always goingto be a great challenge. Especially as it’s such a dynamic market and with an audience that is so tunedinto esthetics, design, and looking to connect with an emotional brand.
It wasn’t going to be easy, but it was an opportunity to reposition and to strengthen the brand thatI wanted to seize. I think maybe the hardest challenge to overcome was that the people who worked here, the founders and other early staff, had grown so attached to the old brand. I understand it, of course, they had lived and breathed the old Uniplaces (should I say the old UniPlaces1?) for so long, they were veryprotective of it. They knew the change had to be done, they wanted it to happen, though. It would refresh the company, the brand and its values.
1- the small team ended up never happening, it was just me and my alter egos! I think in the end that worked out pretty well after all! :)2 - “UniPlaces”: Before the rebranding, Uniplaces was written this way.
UNIPLACES IN 2012
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
UNIPLACES IN 2012
4 FOUNDERS 17 COLLEAGUES 1 BIG DREAM
UNIPLACES IN 2012
JUST A LOGO
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
UNIPLACES IN 2013
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
3 FOUNDERS 25 COLLEAGUES 1 BIG DREAM
UNIPLACES IN 2013
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
STILL JUST A LOGO
STILL NO IDENTITY
STILL NO EXPERIENCE
STILL NO RECOGNITION
UNIPLACES IN 2013
STAGE ONE
BUILDING THE BRAND
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
STAGE ONEBUILDING THE BRAND
THE FIRST APPROACH
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
STAGE ONEBUILDING THE BRAND
THE FIRST TIME THE DOORAPPEARS AS A MEANING
STAGE ONEBUILDING THE BRAND
MULTIPLE IDEAS AND CRAZY THOUGHTS
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
STAGE ONEBUILDING THE BRAND
STAGE ONEBUILDING THE BRAND
AND AFTER THE STORM...
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
STAGE ONEBUILDING THE BRAND
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
STAGE ONEBUILDING THE BRAND
WHAT DOES THE LOGO REPRESENT?
An open door. I decided an open door had to be a part of our new logo.The door as a symbol is incredibly powerful: it holds opportunity beyond, a new stage, a unique experience. It stands for a preview of what the student finds when they get to their new home.
Being open invites us to step through it. The frame around the door is a map-marking pin: in our mind, not only the house but the student’s experience will be defined by the location of the apartment.
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
STAGE ONEBUILDING THE BRAND
STAGE ONEBUILDING THE BRAND
TYPOGRAPHY
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
BOLD TO BE STRONG
LOWER CASE TO BE FRIENDLY
STAGE ONEBUILDING THE BRAND
STAGE ONEBUILDING THE BRAND
TAGLINE
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
STAGE ONEBUILDING THE BRAND
THE BUSINESS SIDE
THE EXPERIENCE
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
WHAT ARE THE PILLARS THAT THIS NEW BRAND IS BUILT UPON?
The big idea was to create a love-brand, a global reference and a company that would be top-of-mind for students everywhere. Those are the foundations: everything else we built on it. We want students to, when they use our platform and then when they live that experience on an apartment we helped them find, have such a positive, memorable experience that they will want to repeat the experience and recommend it to all their friends.
On top of that, pillars include a more straightforward and energetic approach to students and landlords,a more visual and colourful identity, and a cleaner look.
STAGE ONEBUILDING THE BRAND
STAGE ONEBUILDING THE BRAND
EVERYTHING IS POSSIBLE
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.comTiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
STAGE ONEBUILDING THE BRAND
THE BRANDBOOK
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
STAGE TWO
REBUILD THE PRODUCT
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
STAGE TWOREBUILD THE PRODUCT
HOW IT WAS IN 2014
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
HOW IT WAS IN 2014
NO INTEGRATED MAP
LITTLE INFORMATION
LACK OF CLARITY
ONLY 1 LANGUAGE
STAGE TWOREBUILD THE PRODUCT
STAGE TWOREBUILD THE PRODUCT
AFTER SOME UX/UI
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
STAGE THREE
INCREASING RECOGNITION
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
STAGE THREEINCREASING RECOGNITION
PHOTOGRAPHING THE USER EXPERIENCE
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
STAGE THREEINCREASING RECOGNITION
THE UNIPLACES VIDEO
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
STAGE THREEINCREASING RECOGNITION
THE UNIPLACES SCHOLARSHIP
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
STAGE THREEINCREASING RECOGNITION
THE UNIPLACES ACADEMY
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
STAGE THREEINCREASING RECOGNITION
SOCIAL MEDIA AT APRIL 2015
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
STAGE THREEINCREASING RECOGNITION
APRIL, 2015
Uniplaces in Portugal became a widely recognised brand.
46% of students in Portugal knew Uniplaces brand58% associated it with student housing29% associated it as Global Student Brand
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
STAGE THREEINCREASING RECOGNITION
SOCIAL PROOF
From 2012 Social Media Awareness: Miguel Amaro’s friendsFacebook likes in January 2014: 0Facebook likes in January 2015: 13kFacebook likes December 2015: 131kFacebook likes January 2016: 141k
STAGE FOUR
LEAVING ON A GOOD NOTE
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
Tiago Tomás - Head of Design at Uniplaces, 2014 - 2016www.tiagotomas.com
STAGE FOURLEAVING ON A GOOD NOTE
THANK YOU ALL
Each one of you is a wire that makes upa sturdy rope. The stronger you are, the stronger the rope will be.