The brief was to creatively empower Airbnb’s existing community to grow the sense of belonging. Airbnb are a travel lodging company and believe that with so many people in the world, we can all belong anywhere we see fit.
My solution is a simple one, playing on the fact that most people feel like they don’t belong or fit in anywhere. I learned this from researching blogs and discussions about belonging and travel. Taking this negative thought, I turned it in to a positive. Rather than be a square peg in a round hole, you can be a square peg in a square hole with Airbnb. A concept that communicates with all audiences, despite language and cultural differences, I decided to use shapes as a visual metaphor to symbolize people fitting in and belonging.