BRAND CREATION
UX DIRECTION
Brand strategy, verbal expression and identity for a new flatsharing
and rental platform entering the market. Facing the need to offer a
unique value-add and build the right associations with the PlaceMatch
brand name, the programme comprised of intensive strategy sessions
to define the future brand identity, ui/ux and target experience. The
brand was built on the insight that flathunting involves in equal parts
rational and irrational/emotional considerations, and that finding one‘s
home is a very personal, intimate decision - a reality that the existing
industry players did not address with their sterile and cluttered user
interfaces (and nearly the same insight AirBnB revealed as key to its
own rebrand only a few months after launch of the new PlaceMatch).
The rebrand addresses this with an endearing yet purist and simple
look and feel that immediately catches people‘s attention and makes
the website appear personable, caring and focused on facilitating the
easiest and most enjoyable flatsearching experience for every user.
The tagline, FINDING YOUR PLACE IN LIFE, anchors this unusual and
effective mix of a relatable, confident and simplified brand identity.
Within weeks after brand launch, PlaceMatch stopped all advertising
efforts due to organic platform growth.
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PHILIPP KRISTIAN DIEKHÖNER