Soho House

Company: Soho House

Disciplines: UX, UI + Branding

The Objective

We were tasked with running an initial discovery phase to identify the best course of action regarding the redesign and replatforming of the Sohohouse.com and all affiliated group sites using Sitecore (Phase 1), and to establish and evolve the Soho House brand for use across digital platforms (Phase 2).

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PHASE 1: RESEARCH & DISCOVERY

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Firstly, the R&D phase was comprised of 3 clear channels:

 

  • Run a POINT exercise with known users and contributors of the current site.
     

  • Research competitor analysis and run a benchmarking review session.
     

  • Create mindsets and prioritise user goals for a 1st release.

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Secondly, identifying and building templates from a specially designed suite of components. This is to ensure simple style guides and patterns which are flexible, scalable and robust.

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PHASE 2: BRAND STRATEGY & REDESIGN

The design phase was finalised with 2 clear concepts, using existing elements such as the House icons, and introducing them to into a refreshed, modernised and dynamic outfit which resonates with the core values of Soho House.

CONCEPT ONE

Connecting People

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The logo embodies the connections made within or by Soho House.

 

Soho House is reduced down to initials, to help with association to houses and facilities.

 

The connecting bar is of no fixed length, having the ability to fill its intended space.

 

It acts as a manifesto, representing the idea of connection and community.

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CONCEPT TWO

A Bastion of Creativity

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A story should have a beginning, a middle and an end, but not necessarily in that order.

Jean-Luc Godard

Combining the medium of photography and creative writing, the idea is to combine 2-3 details of Soho House (environment / detail / emotion) into a story which is open to interpretation to the viewer - allowing them a Soho House experience.

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