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A BODE is a purpose-built neighborhood of group-friendly residential accommodations in sought-after locations. Each is centered around a highly curated signature public house. Here, self-guided travelers transport to a new way of living, making themselves at home to share the rich experience of each destination.
From naming, brand strategy — including positioning, storytelling, and messaging — through to identity, collateral, and website, the creation of BODE is the creation of a new concept that matches travelers’ (local) lifestyles, so they can make themselves at home wherever they go.
The BODE logo represents the cornerstone of the brand — the quiet, timeless simplicity that sets BODE apart. The type is clean and light, to easily pair with other branding elements. Each BODE location has a pair of unique location logotypes, the location emphasized before the brand. As a nod to the unique nature of each, specific longitude and latitude coordinates can be used as a graphic element — like outside the entrance to each BODE, in every city. Both implied and explicit hairline frames emphasize content for added symmetry.
Individual color palettes that best represent each location thread carefully throughout materials as identifiers among the BODE black and white. Collateral is unique to each BODE to amplify city-specific experiences, with unifying materials and finishes.
Digitally, a website teaser introduces the brand and integrates with its Instagram to feature brand-inspired, in-progress, and local-love imagery.
The simplified nature of BODE’s identity complements the brand’s big ambitions to go far beyond hotels to where travel is a way of life. As purists, not tourists, the BODE way is less a company selling to consumers than a community of like-minded travelers.