Creating
Sanctuary

EDYN

Inspiring a culture of curiosity, knowledge and discovery. Creating sanctuary where free thinkers belong.

We wanted to reflect the soul and humanity of the organisation’s vision through the identity but needed the culture to live and breathe it too. A suite of tools were designed to challenge thinking, encourage self discovery and celebrate their most prized asset, people. 

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.

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More than an identity, the new brand has inspired culture and brought to life a reason to get out of bed every day.

Having spent the best part of two decades challenging the hotel category with a folio of adventurous ‘apart-hotel’ brands, the SACO Property Group were looking to reflect this in an equally progressive name, narrative and identity. Immersing ourselves in their world, we uncovered an organisation unafraid to challenge, evolve and be human. Working with the team we created a brand that could unify their growing family of brands and nurture their adventurous soul.
 

The brand sets out to avoid the stiff and serious nature often associated with group brands. Instead immersive illustration, kinetic type and soulful provocations 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.

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Project Scope

Brand Strategy
Brand Identity
Brand Collateral
Employee Comms

Brand Consultancy

Project Collaborators

Illustrations

Tuppence Collective

 

Web Development
Crafted

 

Discover Edyn

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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.

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