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Hive Student Accommodation
Hive Student Accommodation is one of the most recognisable brands in the Brisbane region. They have been steadily growing and providing a flexible option for students attending the universities of Brisbane, setting themselves apart for the traditional cookie-cutter student accommodation players.
Deliverables
Branding, Art direction, Campaign design, Web design.
While the business was evolving and growing during the last decade, the brand and presence did not. Feeling outdated was risking the connection to Hives core demographic: age 17-24 students. Over time they risked becoming a budget player position with no real brand connection or substance. This meant we had to completely rethink the hive brand from the ground up, making sure that all touch points of a student’s experience is thought about and updated.
Given a blank canvas to reposition the brand, we fundamentally rethought the messaging, language, photography, colours & typography - positioning Hive’s brand as more youthful, colourful, and lifestyle driven. This was carried across the brand, establishing a new set of rules for how they communicate to their customers and changing the way properties are displayed.
We also streamlined Hive’s information architecture, shifting the way Hive properties were found by talking about rooms first, instead of buildings, and focusing on “neighbourhoods” rather than suburbs. These “neighbourhoods” created a space to highlight local points of interest, things to do, culture, food delivery options and more - key areas of interest for student lifestyle.
