Flowers, which are perhaps more in line with your grandma’s tastes, aren't an obvious choice – and perhaps that’s why this brand works. It feels warm, welcoming and, most importantly, not condescending to its audience.
“The visual brand identity needed to veer away from the brash colours and geometric ‘hip’ branding that plagues the sector,” said the London-based design agency.
Nature-inspired designs must be a refreshing change for students, following incidents such as UCL student housing being described as ‘prison-like’ due to the lack of natural light.
“This is an adult brand, for students intent on a more mature approach to learning,” said Simon Manchipp, co-founder of SomeOne.
From their international research, SomeOne found that their “audience asked for a more considered approach. They are not social outcasts, just because they are studying a subject doesn’t mean they don’t go shopping, enjoy good food and are deeply connected to brands and sophisticated behaviours.”
“Seasonal flowers will be the lead visual property that connect the many parts of the communications. Starting with Roses, the brand will flex and adapt,” said Tristan Dunbar, the lead designer on the project.
Over half of Hello Student’s audience are from overseas, so non-written communication is key. Even if the students themselves are likely to have a strong grasp of English, those supporting their studies – such as families or government – may not.
“Size-aware” iconography was designed with mobiles, tablets and desktop in mind. Print work was kept to a minimum, as design that performed digitally was the priority.
Simon Warren is credited with the photography.
Image: flower colours - pink (top left); fuscia (top right); champagne (bottom left); canary (bottom right)
Hello Student houses students across the UK in “centrally-located, well-connected, well-designed” accommodation.