Brand Architecture Design for Undivided Group’s Real Estate Tech Ecosystem
Poi Studio partnered with Undivided Group to craft a cohesive brand identity for their forward-thinking ecosystem, integrating AI and technology into better real estate management.
Design Style
We developed a sophisticated visual language that bridges the gap between grounded architecture and cutting-edge technology. For Undivided Places, we utilized a bold Dark Red as the primary identifier, symbolizing energy and structural strength. This is balanced by a shared secondary palette—comprising dark bluish-green, slate grey, soft light blue, and beige. This combination creates a professional, modern aesthetic that feels consistent across the group while allowing the specific "Places OS" technology to stand out visually.
Challenges
The main complexity was defining a unified brand architecture for three distinct entities with different audiences. Undivided Group (Corporate), Undivided Ventures (Capital/Incubation), and Undivided Places (B2B Tech Solutions) needed to feel like a family but function independently. We had to visually articulate how the technology nurtured by Ventures flows into the Places OS ecosystem. The challenge was maintaining visual coherence across the group without diluting the unique B2B personality required for the client-facing Undivided Places.
Final Deliverables
This is an ongoing branding partnership. Currently, we have finalized the core visual identity system for Undivided Places and established the overarching color strategy for the Group and Ventures. Deliverables included a comprehensive brand guideline that dictates how the shared secondary colors apply across the ecosystem. We provided distinct logo usage protocols and visual assets that help the management team pitch the "Undivided" concept seamlessly to investors and real estate owners alike.
