Creating
Sanctuary
EDYN
Inspiring a culture of curiosity, knowledge and discovery. Creating sanctuary where free thinkers belong.
We commissioned a series of living landscapes working closely with design duo, Alicia Perry and Rebecca Intavarant at the TuppenceCollective. Inspired by ‘Finding edyn’ these illustrations embody a belief found at the heart of the brand – That travel should be a rich journey of discovery, rewarding curiosity with knowledge and inspiration.
The idea and design language flows across all aspects of the brand. The illustrations further brought to life as a series of animations to reveal layers of the brand.
Much more than a logo, 'edyn' has not only unified the brand family, but diffused through the entire organisation with purpose and intention. The brand has gone on to grow something bigger and more meaningful. Inspiring a culture of curiosity, knowledge and discovery, to grow a community of free-thinkers, a family of soulful brands, experiential activations and thought provoking employee tools.
Finding edyn.
Bringing the brands together under one group identity has helped reinforce edyn’s commitment and ambition to the market. Whilst continuing to attract and retain the best free thinkers in the business.
More than an identity, the new brand has inspired culture and brought to life a reason to get out of bed every day.
With a new management team and ambitious growth plans under new owners, Brookfield, the SACO Property Group came to us looking for a new identity to unify a growing family of hospitality brands and galvanise all stakeholders behind a new mission and purpose.
Unafraid to challenge convention, they'd had success disrupting the traditional hotel and serviced apartment category, with one-of-a-kind apart-hotels, but failed to realise the same soul in their own group brand. They needed to move away from the cold and corporate, to better reflect what they'd become and believed; they didn’t just need a beautiful brand identity but to build a brand that could grow their product, people and culture.
Working with the team we created an identity that could unify their growing family of brands and nurture their adventurous soul. Setting out to avoid the stiff and serious nature often associated with group brands, the 'Soulful Hospitality' positioning is an evocative reflection of the organisations vision to create "Sanctuaries Where Freethinkers Belong."
We designed a distinctive naming architecture, soulful narrative and immersive identity, bought to life with illustrative living landscapes and thoughtful provocations – that nourish and enliven the soul.
Soulful Hospitality
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Courage to Question
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Space to Evolve
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Be Human
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Soulful Hospitality
From coffee to cocktails, music to muses, we worked with the Locke team and partners to establish the experiential brand hallmarks uniquely interpreted by each property. By getting under the skin of the local community, each Locke goes beyond the guidebook bringing together a culturally-curious community – United by mindset, not demography.
Acknowledgement of Country.
AboundStudio acknowledge this country's First Nations peoples and their ongoing strength in practising the world's oldest living culture. We acknowledge the Traditional Owners of the lands and waters on which we live and work, and pay our respect to their Elders past, present and emerging.