We commissioned Jonathan Calugi to create illustrations that would transform both internal and external spaces, giving them a fresh and youthful feel and capturing the ‘buzz’ we wanted. The illustrations were translated into graphics and signage in a variety of materials such as acrylic or neon to be rolled out across their entire student accommodation portfolio in over 50 locations in 26 cities. Building on the brand we developed, each iQ property has a sense of its own individuality embedded within it. We did our research and found exciting ‘creative nuggets’ in every building that could also inform our solutions. For example, the Hammersmith site is the previous location of the famous entertainment venue Hammersmith Palais, giving us the creative licence to develop signage and graphics that are related to music. This ability to translate the historic value of each location into the graphics means there is a real, tangible link between the locations and the iQ brand, giving each site the unique identity we wanted. Rather than soulless hostels, we helped to create accommodation that enhances the student experience, and where people feel they belong.
