In the early days of coliving, a lack of market knowledge constrained the development of the sector. To overcome this challenge, Gui Perdrix started Coliving Diaries - a simple online platform on a mission to share insights from everyday coliving life. Spatial Experience team strategised, rebranded and repositioned this knowledge platform into an established enterprise, Art of Co., helping industry enthusiasts understand the market and launch their own coliving projects. Next to that, we translated the new visual identity into a book design of “Art of Coliving”.
One of the front-runners in spreading the industry knowledge and genuine passion for coliving, Coliving Diaries aimed to transform into something greater - a global platform of coliving resources and an international consultancy practice with niche expertise and years of in-field experience. Although the idea was already rooted, there was a need to strategically turn the existing resources into a successful brand in order to showcase and commercialise ongoing activities.
We were set to define the brand strategy and concept around the educational value - the core of Art of Co. Having understood the current market situation, trends and business model, we focused primarily on educational content about coliving and community building. The brand message - to help form and foster common and purpose-driven ecosystems - was the leading thought through the entire design process. As a result, we defined a new type of experience: User x Coliving Experience (UCX). The final brand strategy considers the experience of the coliving space user as a critical success factor. Next to creating a new brand concept & strategy and designing a new brand system and its online & offline identity, we provided strategic consulting on brand positioning and future brand development. The learnings gained from a yearlong field research study conducted in more than a hundred coliving communities were collected into one publication by Gui Perdrix - Art of Coliving. Spatial Experience contributed to the Art of Coliving book, both with a thought leadership piece as well as its unique cover design - based upon the initially setup brand system.
The new brand identity and timeless brand architecture allow Art of Co. to grow by bringing together young professionals, community operators, industry followers and leaders who strive to stay up-to-date with best practices, trends and developments in coliving. The new branding allowed Art of Co. to get greater recognition, attract new partners and launch new services, while increasing his industry presence.
Spatial Experience has been a key player and partner in the coliving industry, and their recent projects will set a landmark. With the brand creation of Art of Co, Spatial Experience created a brand that will shape the coliving scene. Their core ability is to think brands holistically, meaning creating the right angle from the beginning, thinking longer-term for future brand adjustments and visually representing what the brand is trying to say. This differentiates SPX Agency from other agencies, who might understand branding but not the industry they are in.
Gui Perdrix, CEO
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The web & ux design was built upon the idea of vernissage - a term used for a preview of an art exhibition, which may be private, before the formal opening. The objective was to create a simple, elegant but inclusive look & feel that resembles the character of the new brand. The gallery-alike showcase of resources and services enables user-friendly interactions and adds to the website a sophisticated flair.
Driven by human interactions, warm and elegant, the brand identity created for Art of Co. is a built foundation for further deployment of brand assets. The playfulness of the brand name & logo lies on the extension of Co, which has been already implemented to one of Art of Co’s developments: Gui Perdrix book Art of Coliving.
Brand Architecture
Logomark is constructed of seamlessly blending ‘o’ character which evolves into sign of infinity - a never-ending stream of possibilities of community driven concepts - from coliving, to coworking and co-creating, to co-existing.
The book, soon to be launched, Art of Coliving, is a new project of Gui Perdrix. With author’s learnings and interviews gathered through a yearlong field research in over a hundred coliving communities, the book explains the specifications and reality of coliving creation. Together, we defined the need for an inspiring cover, with appealing graphics, drafted to become a bestseller.
