A complete transformation for an architecture firm from ground up
ABOUT THE BRAND
Curious Case Of Design (CCOD)
CCOD (Curious Case of Design) is a design studio that practices architecture, interior, furniture design and many more disciplines. Their core belief - that good design is a universal problem-solver & shapes their practice.
The ask was to help CCOD create a brand that accurately reflected their diverse practice that comes from their core belief. We collaborated to create an extensive brand book & visual identity system.
TLDR
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CCOD lacked impact in their introduction. A "multidisciplinary design studio" wasn't enough. it said nothing about how they approached their projects, nor did it communicate their value proposition.
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The business lacked clarity on what are the next steps and which direction to grow towards. They lacked a clear purpose.
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Execution and process was a cumbersome experience for the user. A business level overhaul was required in everything right from business and approach to communications and personality.
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While technically correct, the term “Multidisciplinary” felt generic and failed to convey CCOD's distinctive philosophy.
CCOD's core belief—that good design is a universal problem-solver—shapes their practice. This philosophy is perfectly encapsulated in their identity as an "Adaptive Design Studio
We segmented CCOD's client base into two distinct groups: Seekers and Dwellers. By analyzing the values, motivations, and challenges of each segment, we can tailor communication and offerings to effectively resonate with their unique needs.
Qualitative primary research revealed a unique positioning for CCOD within its competitive landscape – a middle ground between premium and massy brands.
But both target groups needed a different treatment. Push the brand to the dwellers and Pull the seekers towards the brand.CCOD, an adaptive design studio.
To design their logo, we drew inspiration from nature's most adaptable element - water.
In keeping with the water analogy and CCOD's adaptive nature, their color palette is designed to be transparent and fluid.Just like water, the brand's personality too was created to be adaptive. A simple frosted glass effect combined with black and white gradients make the brand premium yet versatile
Just like the brand itself, the communication strategy is too human-centered. We mapped out consumer attitudes, behaviors, and expectations, we identified key barriers and challenges they face.
While photography is key for any lifestyle brand, it goes beyond mere aesthetics.
CCOD's photography reflects their core values, it focuses on how spaces are meant to be used and how they can enhance human experience.
Instead of showcasing pristine, idealized spaces, we celebrate the beauty found in the imperfections of real homes and the people who inhabit them. This approach captures the essence of everyday life and creates a more authentic and relatable brand experience.
The information flow on the website was derived from a simple statement - We're an adaptive design studio that designs for people while approaching everything with empathy > function > form.
Case study
Articulating the brand
While technically correct, the term “Multidisciplinary” felt generic and failed to convey CCOD's distinctive philosophy. It simply lacked the impact they were looking for.
CCOD's core belief—that good design is a universal problem-solver—shapes their practice. Rather than limiting themselves to one area, they adapt their services to address each client's specific challenges. This philosophy is perfectly encapsulated in their identity as an "Adaptive Design Studio
Organizing the Target Groups
Qualitative primary research revealed a unique positioning for CCOD within its competitive landscape – a sweet spot that informed the development of their communication strategy.
Furthermore, our research segmented CCOD's client base into two distinct groups: Seekers and Dwellers. By analyzing the values, motivations, and challenges of each segment, we can tailor communication and offerings to effectively resonate with their unique needs.
Positioning & Strategy
Qualitative primary research revealed a unique positioning for CCOD within its competitive landscape – a sweet spot that informed the development of their communication strategy.
Furthermore, our research segmented CCOD's client base into two distinct groups: Seekers and Dwellers. By analyzing the values, motivations, and challenges of each segment, we can tailor communication and offerings to effectively resonate with their unique needs.
Making sense of the logo
CCOD, an adaptive design studio.
To design their logo, we drew inspiration from nature's most adaptable element - water.
Even a small movement creates soft ripples on the surface of water, but only to fade away softly as it adapts itself to the new reality.
This symbolizes CCOD's approach: embracing change and adapting to the ever-evolving needs of their clients and the design landscape.
Brand design
Just like water, the brand's personality too was created to be adaptive. A simple frosted glass effect combined with black and white gradients make the brand premium yet flexible enough to adapt with any aesthetic.
To avoid any mistakes, everything right from the brand's colors and fonts to the layout guidelines was provided. These were not strict guidelines but rather a directional starting point for the designers to explore from.
Photography
While photography is key for any lifestyle brand, it goes beyond mere aesthetics.
CCOD's photography reflects their core values, it focuses on how spaces are meant to be used and how they can enhance human experience.
Instead of showcasing pristine, idealized spaces, we celebrate the beauty found in the imperfections of real homes and the people who inhabit them. This approach captures the essence of everyday life and creates a more authentic and relatable brand experience.
Designing the website for CCOD was a simple task after the brand design was clear. The purpose of the website was to communicate a message while positioning the brand correctly.
The information flow on the website was derived from a simple statement - We're an adaptive design studio that designs for people while approaching everything with empathy > function > form.
Scroll through the website and you'll see this statement being translated in each section of the website.
IMPACT CREATED
Efficient brand decisions
Brand clarity that allowed more efficient decisions about business and product
Better customer experience
Improvement in customer experience and trust. Customers nowbelieve in the brand & are more involved
An improved product
An improved design process with thoughtful designs resulted in greater product design
Unified brand messaging
A unified message on all channels allowed for a stronger and clearer communication
