Life In All Modes
COVE
With an ambition to transform the existing SACO estate in the UK and Europe, and appeal to guests blending business trips, city escapes and family holidays, we worked with the formidable team at edyn, to redefine the serviced apartment category for modern travellers seeking adaptable, comfortable living.
The project looked to build a cohesive brand proposition that emphasised flexibility and quality for guests, positioning Cove as the leader in a saturated sector. From strategy to identity, experience to interiors, every aspect of the brand was designed to capture an ethos of sanctuary and security.
The result, is a distinctive and dynamic design language and brand identity that embraces colour and contrast, shape and form.
A next generation of serviced apartments.
Carefully designed serviced apartments that allow you to make the most of every moment, and every mode. Go from day to night, online to offline, me to we. Seamlessly.
These days it’s not about clocking in then logging off, presenting then partying, or even weekdays and weekends. It’s about undivided, seamless living. Flowing from one mode to the next without interruption. Working comfortably. Living efficiently. Blurring borders and being together, but with enough space for you. Cove serviced apartments allow you to do just that.
It meant shaping a brand proposition that responded to the needs and behaviours of a a new kind of guest. ‘Life In All Modes’, acted as a creative platform and idea for the brand, inspiring a visual and verbal identity that could shift between each mode and moment without interruption.
Mini Break, Big Break.
Collaborating with Italian illustrator, Carla Di Benedetto, we created a set of scenes, capturing a ‘day in the life of’ the apartments. Selected for her unique eye for architecture and interiors, the illustrations capture a sense of life and humanity to bring the brand alive.
The design language was translated across the guest experience, interiors and signage. Embodying the same sense of shape and form, colour and contrast found in the identity – creating an uncluttered aesthetic and focused philosophy.
Work-out. Lie-in.
Power-up. Shut-down.
Touchpoints
With all the things guests care about, rather than every bell and whistle, the brand is disrupting an underwhelming category, transforming a growing folio of properties across the UK and Europe
GUEST BOOK
"Cove embodies the notion of flexible living."
– Sleeper Magazine
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Work-life balance has changed, and Cove is a response to the need for a different kind of accommodation. One where boundaries are less distinct, and yet more important than ever. Where simplicity and flexibility is everything.
Brand Positioning & Strategy
Brand Narrative & Naming Architecture
Brand Identity & Tone of Voice
Brand Communications & Marketing
Brand Experience & Hallmarks