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More and more affluent people are appreciating the flexibility of travelling light and often, and living their best lives in luxury. Cirkel serves this market with an innovative high-service approach.
Situation
As a guest in a superbly appointed Cirkel apartment you can choose a fully-catered lifestyle or simply go DIY. The short-to-medium time accommodation has proven popular with celebrities in media, sports and business, and affluent students. A challenge for the brand building was to present an exclusive premium lifestyle in a vibrant modern way.
The logo is made up of three outlines representing the initial three prime neighbourhoods offering luxury Cirkel apartments
Response
The Cirkel / Stepworks brand building team put their heads together and came up with a refreshing brand identity. The logo reproduces the shapes of the inaugural London Cirkels. To support the showcasing of a wide range of properties, a muted colour palette was developed that wouldn’t clash with decor. The key line Come around to my place is inspired by the idea that people who live in exceptional places are often happy to welcome visitors.
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The design language applies the circle metaphor in a variety of interesting ways
Outcome
Cirkel Residences launched in London offering apartments in the sought-after districts of Kings Cross and Shoreditch. These areas are surrounded by visitor attractions, multinational headquarters and academic institutions. Cirkel guests live in destination buildings – residential landmarks that attract interest for their architectural merits. The premium-priced apartments enjoy high occupancy rates. The Cirkel / Stepworks collaboration resulted in a brand well-positioned for further growth.
hello@stepworks.co
+852 3678 8700
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702, LKF 29
29 Wyndham Street
Central, Hong Kong
