COMMUNITY GENERATED BRAND
An example of collaboration and small, trusting teams delivering above their weight, from leading R/GA, SF
Airbnb launched a new brand identity, and because they are powered by their community, they wanted a brand that can be shared and distributed. Our team came up with a Create platform, allowing Airbnb to do something no brand has ever done: hand the brand over to the community to let them constantly reinterpret it.
Cross-team collaboration sessions at Airbnb with dev, brand, design and UX
ROLE
Executive Creative Director, R/GA SF
Pitch & scope
Team and client integration model
Concept & strategy
Hands on guidance on visual, XD, copy, creative/dev team & working model
On-site client review and demo days showing progress on the configurator tool - Thank you Zarni Ko!
COMPONENTS:
Responsive site/ web app
Symbol generator
Story aggregator
Social integration
Social response
Within the site, a custom symbol tool allowed users to tell and share their personal story about the brand (host and or guest perspective)
WHAT I LEARNED
Collaborative environment and culture can transcend any challenge. Create was a collaboration of talented designers from within Airbnb, their partner, Design Studio and our design and dev team. What could have been a struggle instead became an open environment for elevating the quality of work and rational compromise. On-site time, blended teams and flattening of hierarchy made the difference.
