Background

Many communities in India, think of studies as religion. The revered goddess Saraswati is the goddess of learning. And going to school is a family event. For kids, geometry boxes are a prized possession; they’re always on the lookout for the best stationery and instruments. Even taking out time to customize the boxes with magnets, colours, stickers, even sticking photos of gods and goddesses on the back of the cover for luck. The geometry box and its contents are the umbilical cord to our wonder years. So as kids moved to campus life, OYO wanted to create an experience that brought a bit of familiarity in this new away-from-home life. Inspired by the obsession with the geometry box, we used its nuances to shape the new life of students at various campus accommodations.

Describe the creative idea (40% of vote)

OYO Campus — the student housing arm of OYO. The ask was to create a brand that connected with the young generation, something that activated the very nostalgia of being a student.

Describe the execution (40% of vote)

The brand and identity was created with the unique base of using sharp geometrical shapes and the use of primary colours. The typography and key elements in the identity were made keeping in mind the principles of geometry, each letter has the perfect angles (obtuse/ right angle / acute angle and more), specific forms like scalene triangle/ equilateral triangle/quadrilateral / Vertex and radius were carefully studied and converted into typography and each element of used to communicate each proposition for Campus.

List the results (20% of vote)

The design extended to applications beyond the identity. Kicking up not just nostalgia, but making the brand memorable. So much that OYO Campus enjoys 57% Top of mind recall, as a 30% QoQ demand increase since launch and has presence across 10 IITs nationwide.