Designed to be a space for creative collaborations. The name choice came from the zodiac system in which the eleventh house represents where our mindset merges with others. Often referred to as the house of companions, it rules over our friendships, communities, humanity and even how our ideas manifest out into the world. 11th House is a membership program that gives its purchasers access to coworking space, rentable studios, networking events, presentations, and the latest technologies to try out and experiment with.
We knew we needed to market towards a wide range of aesthetics while also delivering a visual identity that was creative and unique. Too bold, and it might clash with the personalities we were trying to attract. Too bland, and we knew we'd be overlooked. We needed to find a way to stand out without overpowering. We needed to create a balanced identity that would blend seamlessly.
Seemingly contradictory to one another, we needed to blend into the bold personal identities of the creatives we were working with while also attracting their interest. We knew this meant we'd probably be using a lot of neutrals, but we didn't want to feel boring either. So, while we did have heavy use of neutrals, we also used a broad palette of muted colors that easily pair with their vibrant counterparts.
This brand was built to reflect the creatives working here, so it seemed like the natural move that we would highlight that work heavily within our brand. We achieved this by investing back into those who invested in us by commissioning the artists working here to create vibrant imagery pulling from the muted palette we'd curated. We wanted their work to stand out as the focal point while elements like our typography and layouts remained simplistic.
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