Gravity Co-Living had reached a pivotal stage in its development. The original brand name and proposition no longer accurately represented its evolution, audience, or service offerings.
Anagram was initially engaged to develop a new digital platform. However, during our initial immersion, it became clear that the recently completed rebrand was misaligned with the business’s service architecture and failed to resonate aesthetically with the target audience.
We initiated a sprint strategy, beginning by reorganising the contradictory brand architecture. This involved streamlining services under a new, unified brand name: Gravity Co. This strategic shift moved the brand beyond mere co-living, encapsulating the broader sense of resident community.
A subsequent sprint focused on redesigning the brand identity. We introduced the visual concept “spaces that draw you in,” which infused new meaning into the name and unified assets across all offerings. Finally, we completely revamped the digital experience, prioritizing a highly effective, intuitive, and effortless customer journey.
