Transforming
student living
A vibrant digital-first brand identity and toolkit for Basecamp, an exciting new Gen Z living experience offering smart living spaces and thriving communities for ‘dreamers, thinkers and go-getters’.
- Brand strategy
- Brand architecture
- Naming and messaging
- Visual identity
- Style guides
- Digital and social
- Illustration
Living differently
Basecamp provides transformational experiences for students and young people. Located across many European cities, their stylish properties come with a built-in ‘living community’ offering events, networking and support. This vibrant communal experience is at the heart of our rebrand.
Gen Z focused
The brand’s primary target is Gen Z, a demanding and brand-savvy audience. As digital natives, they consume graphics, colour and icons more than words. We needed to create a digital-first brand that would really ‘pop’ online – and be optimistic, interactive, inclusive and fun. We worked on the interface design in collaboration with MakeReign.
Finding inspiration within
We looked to Basecamp’s design-led interiors to find our inspiration for the graphic shapes and patterns that would become core assets in their new visual identity. Each letter in our Basecamp and Baselife logotype is designed to represent the rich diversity of their residents.
Flexible elements
We developed a suite of icons and illustrations to help Basecamp showcase their communal spaces and amenities. These versatile elements enable each property to have its own unique identity, while maintaining a consistent visual language across the brand.
“Together very quickly got to the heart of our brand. They understand audiences, think strategically, push creatively and work practically whilst implementing a new brand toolkit across multiple countries. Best agency experience - fun, fast and to the point.” Rachel Butterworth, CMO, Basecamp
The Baselife community
Baselife is the heart and soul of the Basecamp experience – a thriving and supportive ‘living community’ run by students for students. Each letter in our Baselife logotype is designed to represent the rich diversity of their residents and living spaces.
Vibrant toolkit
Having created and redefined everything from logo and colours to illustrations, shapes, icons, typography, photography and tone of voice, we brought it all together into a practical yet compelling toolkit. With simple guidance and plenty of inspiration, it helps ensure a consistent identity that connects every touchpoint.
Simplicity with consistency
Basecamp’s teams across their different European centres needed to be able to quickly and easily create location-specific materials. We created a new online template library in Canva that enables them to swiftly develop and implement on-brand communications, all with minimum hassle and maximum consistency. To get Basecamp’s team excited we created an internal launch video which shows off the vibrant new brand toolkit in use.
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