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Terrane Group
New York, NY
New York, NY
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NeueHouse is the private work and social home for creative and professional progress. Through beautifully designed houses, thought-provoking cultural programming, and elevated hospitality, NeueHouse offers an unparalleled work experience that unlocks the potential of brands and innovators alike.
When NeueHouse launched in 2013, it was a revolutionary workplace concept for the creative class. The brand identity and tone of voice reflected the new standard for what it meant to be a modern day Member’s club—sophisticated and elevated, intellectual and witty.
By 2019, changing market dynamics and evolving consumer expectations created a need for reinventing the visual identity. This pivotal moment allowed NeueHouse to reenergize its core values while adapting to contemporary needs and future opportunities.
Lifestyle / Hospitality
Our research revealed a significant opportunity for a more cohesive brand identity system that could seamlessly integrate across digital, print, and experiential applications. By analyzing existing content and communication platforms, we identified gaps in engagement and consistency, emphasizing the need for an ecosystem that delivered impactful narratives while resonating with diverse audiences.
This approach ensured that our brand remained culturally relevant and adaptable in a rapidly changing media landscape, positioning the brand for sustained influence and connection with their community.
The fundamental starting point for refreshing the visual identity for NeueHouse was to retain the analog experience and maintain a cultural sensibility. By introducing a grid system to the brand identity, we were able to make more flexible and interesting layouts, balancing rich information with high impact visuals.
Our comprehensive audit of the social club/co-working segment revealed that many competitors emphasize design and utility as primary communication point in their positioning. However, through a series of interviews with members and surveys with non-members, we discovered that design ranked lower on the list of reasons to join.
