The Flats is a co-living housing development by Ayala Land Inc. It offers a convenient urban living solution designed to facilitate work and play, specifically made for the working millennial market. With locations in central business districts such as BGC and Makati, The Flats is poised to be the ultimate housing option for young working urbanites.
Creative Direction: Deane Miguel & Kookie Santos
Lead Strategy: Karina Abola
Lead Design: Therese Luna
Logo Icon by B+C
Ayala Land Inc., a pioneering developer in the Philippines, saw an opportunity in the real estate market for shared housing. With their build-out plans put in place, we helped them form The Flats brand concept strategically and visually.
We began first by studying the landscape—using research methods to gain a deeper understanding of the industry, the target markets to consider, and what factors can help make their customers feel at home. Our strategy helped shape the direction for the property, its core DNA, and messaging, while our insights defined opportunities that their brand can call their own.
We built an identity system for the brand that considered major touchpoints such as tone, colors, and visual language to engage the Flat's desired audience. Our brand system also encompassed environment design, and we developed custom graphics and wayfinding elements to build a cohesive experience across The Flats properties.
We discovered that flexibility was important to their customers: the idea that you can cultivate your identity, even within shared living spaced. This is why the visual language of The Flats is composed of geometric shapes—these elements can be picked apart, adjusted, and combined in different ways to fit their market's different personalities and different interests.
We were also tapped by the brand to create branded content for their social media channels. Some of the initiatives we created: Neighbourhood Maps to better acquaint residents to their new address, Co-Living Benefits, Do's and Don'ts, among many others.
“Serious Studio really helped us understand millennial needs. Thanks to them, The Flats was given a distinctly youthful flavor, and a much needed boost compared to typical and traditional real estate branding.”
— Sharon Vital, Ayala Land Inc.