EKE builds entire residential areas and our task was to design a new visual identity for EKE Loft apartments. Unlike the traditional apartments, EKE Loft is sold as one large raw space that can be left as such or divided into separate rooms. Material choices are also made individually for each apartment. These unique characters was something that needed to be highlighted in the identity. EKE Loft combines the best of different forms of housing . EKE Loft apartments are spacious high, bright and large, thanks to large windows.
Our approach was to build from the EKE brand through usage of weight and boldness, while adding a new visible grid and impactful colour palette to elevate it to new heights. Balancing between heavy EKE Loft logotype and light line grid, the identity creates tension and impact. We wanted to highlight EKE’s strong architectural background.
The final implementation was developing a set of brand visual assets, a website where the apartments are showcased and material for marketing communication such as ads, brochures and on-line material with a tone of voice developed for EKE Loft.