Self-initiated identity · Real estate · Developer
Quoin: strength you can see.
Mid-rise homes on Dubai's quiet streets. Half of Dubai's off-plan projects hand over late, and every developer sells a render. Quoin builds mid-rise homes on quiet streets, publishes its progress floor by floor, and keeps a 15% stake in every building it delivers.
Quoin is a fictional brand we created to show our complete process. The market research is real; no client, results or testimonials are implied. Scenes like the one above are concept applications of the final logo files, not photographs of real placements.
The brief
Positioning before pixels.
For Dubai residents who want a well-built home on a real street, Quoin is the boutique developer that shows how its buildings are made and hands over on the date it promised, because it keeps a 15% stake in every building and publishes progress floor by floor.
Tagline: Strength you can see.
The idea
Quoins are the stones that make a building's corners strong and visible. Quoin makes its strength visible too.
Creative directions
4 directions, one choice.
After research and strategy, we explored 4 distinct directions as concept boards. The chosen direction was then redrawn by hand as a precise vector system.
Logo system
A mark built to work at every size.
Colour and type
A palette and type system with clear roles.
Colour
Typography
Archivo Black
Display and headlines
Hanken Grotesk
Text and interface
Specification
Applications, specified to the detail.
Every application in the brand book is built from the real logo files, colours and type, so the team can produce it exactly.
Brand in the world
Where the brand lives.
Concept applications made with the final logo files, showing the system at full scale.
- Research, positioning and tagline
- 4 creative directions presented as concept boards
- Logo system: 14 vector files, colourways, app icon and favicon set
- Colour palette with accessibility checks, and a typography hierarchy
- Graphic language and 21 specified applications
- Brand architecture for sub-brands, with lockups for each
- 24 brand-in-the-world concept scenes
- 107-page brand book and a handoff package with design tokens