locate the life you seek

Challenge
Create a brand and messaging for Lovely, a new service that's transforming the apartment rental market.

Background
Lovely is a new San Francisco-based company that helps renters find new homes by bringing transparency and efficiency to a difficult process. In order to build a strong community out of the gate, Lovely needed to launch with a brand that resonates positively and emotionally in a category filled with frustration.

Our Approach
Lovely was launching in a very crowded space, filled with competitors all taking a functional approach. But finding an apartment is a highly emotional undertaking. To differentiate, we decided to focus strategically on the end benefit: the feelings that come from moving into a new place. For the logo, we created a typeface that combines geometric and organic forms, to represent a seamless process that's both organized and personalized. The letterforms are both friendly and structured, creating a rhythm that mirrors the cadence of the name. We then built a secondary language and icon system that emphasize the details that make an apartment home, the personal touches of a life. Overall we created an ownable brand that stands out in the category and positions Lovely to become the comprehensive resource for anyone seeking to rent.