Soulful branding is back!

In the next 20 years, many cities will double in size due to overwhelming urbanization. While co-living seems to be a promising solution, the dominant tendency of this booming sector is to sell standardized adult dormitories by way of cold, generic brands. Straying from this rather impersonal vision of housing, Neybor is a Belgian start-up created by architects and designers who obsessively focus on one central question: when does a space become a home? In response, Base developed the brand identity based on the intangible, yet universal idea that home isn’t a place. It’s a feeling. To bring this idea to life, we invited the talented illustrator Olga Prader to embody this emotionally-driven concept through a series of whimsical drawings, seamlessly interacting with subtle art direction and witty tone of voice to create a soulful brand for contemporary living.