As part of my Branding Course for MA Art Direction at LABASAD, we were asked to select an existing brand and create a Sub-brand that would potentially and seamlessly be born from it. 

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For my research of global trends and motivations, I asked myself:

What is going on in the world right now?

What is happening around me?

What is it that I, as a potential customer, would like to acquire or experience as a service?

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That same week, I struggled to find comfort in my isolation. That one that comes from being a migrant, away from home and feeling deeply friend deprived. I kept day dreaming of the moment where I could hug my family, laugh out loud with my friends, and experience a joy that only comes only with them. I posted about this on my socials and the response I got was very empathic. More people than I thought felt the same way, and ached for this distance to not be an issue, but instead an opportunity to find community that resonates with finding a home outside of home. Finding a community that would support you as a  family does, even when we didn't share the same blood...

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This was the first lead that led me to discover that it wasn't just a few of us feeling lonely, but the whole world too. 

This loneliness epidemic was mostly felt among young people, the queer communities, remote workers, migrants, and  neurodivergent individuals. We needed each other, and that was my motivation to create spaces where we could be there for each other.

 

That is when I thought of Airbnb as a solid partner to create a meaningful project. This brand extension I had in mind, was a natural, emotional extension of Airbnb's core mission of "belonging." It's not just belonging anywhere, but belonging together.

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and that is how Airbnb Reunite was born...