Case Study: HomeToGo
HomeToGo is a marketplace with the world’s largest selection of vacation rentals, whose vision is to make incredible accommodation easily accessible to everyone. HomeToGo connects property suppliers — from OTAs, property managers and homeowners — with guests from around the world. From vacation homes, cabins, beach houses, apartments, condos, house boats, castles, farm stays and everything in between, HomeToGo combines price, destination, dates and amenities to find the perfect accommodation for any trip worldwide. Founded in 2014 as a metasearch engine, HomeTogo has since evolved drastically beyond its original brand to both an all-encompassing marketplace and operating system connecting demand and supply.
To highlight this evolution, HomeToGo was eager to rebrand by summer 2021 and tapped Tubik to support with this effort. HomeToGo’s internal design team approached us with a formed and strong concept already in mind. We joined forces in order to create an entirely new design and brand story for HomeToGo, launching this in summer 2021 ahead of the company’s public listing on the Frankfurt Stock Exchange.
Together with HomeToGo’s VP Product Design & Brand Michael Grillhoesl, who lead the brand evolution process from the client's side, we collaborated together on an elegant new design for HomeToGo’s updated brand identity design. The aim was to make this, flexible for a wide variety of marketing and promotional goals, allowing the brand to communicate with its audience effectively via a broad set of diverse channels.
The task was to build a visual concept around the idea of a day in the life of a traveler, mainly associated with the sky’s color gradients in its various manifestations: going from sunrise to sunset, turning into a bright “twilight purple” — the new signature color for HomeToGo. The purple gradient reflects that very moment and nature’s color palette: a travel planner and her loved ones are watching the sunset on the porch of their vacation rental, reflecting on the day looking forward to a good night’s sleep and an amazing new day to come.
Learn more about the project in HomeToGo design case in Tubik Works.
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