Pop House | branding

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branding / social media / social good campaign

Client

Piazza Grande is a social cooperative active on housing emergencies, combating social exclusion and providing job placement for the homeless.

Challenge

Pop-House is the cooperative's new social housing project addressing the housing emergency. It consists of 22 housing units of various sizes and types accommodating a mixed group of people (families, workers, students, people over 65). The challenge was capturing different housing needs by reaching people of various ages and with different interests and habits, all willing to live together and share spaces and schedules.

Our solution

To support the promotion of the project and attract the interest of ideal participants, we worked on the idea of living together as a change and improvement in life. Positivity, change, regeneration, solidarity and sustainability are some of the key words we used to create the concept and naming. From there, we devised a fresh, youthful visual identity that would convey contemporariness while retaining the idea of warm hospitality.

Social and web site

For the project's social channels, we created graphic templates featuring photos of different rooms and people coupled with emotional headlines, as in the cover of a lifestyle magazine. For the website, we chose clean lines, colors and fonts from the visual identity and simple page layouts to create an informative, easy-to-browse showcase website.

Photoshoot

For the website, we directed a photoshoot where, together with the clients, we planned the complete furnishing of three key apartment types, involving extras and showing various scenes from daily life featuring different people.