Stay&Co is an international chain of service apartments (a hybrid between a hotel and a rented apartment). Service apartments’ biggest weakness is the sense of alienation that many of their users experience. Although the apartments are equipped with everything necessary on the practical side, for the most part they are dull and devoid of any personal touch.
Stay&Co wanted to add color and a personal touch to the category, and contacted us to create a strategy and brand for them that would express this, therefore our research revolved around finding and defining the means that make people feel at home; Present interior design, personalization of the space, a direct and straightfroward approach, and specification of complementary services (from putting products suitable for different types of nutrition and lifestyle in the refrigerator, to a TV channel package adapted to your taste).
The graphic solution also deals with a personal touch, with the logo consisting of the ampersand symbol of the name (& – which is also made from a ligature of the initials SC – Stay&Co), and an elliptical dot that becomes an essential conceptual graphic element in the language, which we have named “Your welcoming spot”.
The entire graphic language radiates homeliness and warmth; From the pastel color palette, through the combination of the illustrated characters all the way to the photographic language that shows people in different cozy homely situations.
Our research revolved around finding and defining the means that make people feel at home
The graphic solution also deals with a personal touch, with the logo consisting of the ampersand symbol of the name (& – which is also made from a ligature of the initials SC – Stay&Co), and an elliptical dot that becomes an essential conceptual graphic element in the language
The photographic language that shows people in different cozy homely situations
