Postcode
A luxury hospitality brand inviting travellers to experience a first class second home.
Developing a differential offering in a saturated market.
CAPABILITIES
Research & Analysis
Strategy
Visual identity
UX/UI design
Brief
Incus Capital reached out to us to develop a new brand from the ground up—one that encompasses and embraces their urban hospitality experience, combining the best of apartments and hotels in select urban locations. The challenge: standing out in a saturated market dominated by major brands and groups.
Strategy
When developing the strategy and naming, we focused on the idea of the nomadic home, all without resorting to overused concepts like comfort or warmth. We aimed to go beyond this idea, to evoke a sense of feeling better because everything is easier, no matter where we go. We are more comfortable, freer—the kind of freedom that comes from having your own address. That’s where the name Postcode was born.
Strategy
Visual Identity
The Postcode logo marks the tone for the rest of the visual identity, inspired by the visual language of travel editorials. This editorial spirit reflects the feeling of being at home, no matter where you are in the world. The symbol is the simplest expression of this mindset, representing the crossing of the threshold of the homestead.
Design System
This minimalist spirit continues throughout the visual identity. The typographical system mixes an editorial serif typeface with the simplicity of a geometric sans serif. The blocky nature of the layout system also harks back to the travel editorial references, allowing for light and airy compositions to convey the brand’s premium positioning. The colour palette and finishes are inspired by modern interior design trends and high-end materials.
Applications
We worked to implement the new identity across all the brand’s touchpoints, a complex ecosystem given their travel service. From the promotional materials to the wayfinding signage within the apartments and hotels, we ensured a consistent visual and verbal identity for users throughout their entire Postcode experience.
Enjoying this project?
As a strategic brand, design, and digital consultancy, at Erretres we’ve developed international projects for sectors such as media, sports, tech, startups, tourism, travel, fashion, gastronomy, real estate, and hospitality.
