Rebranding Airbnb

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When I joined Airbnb in 2012, it was clear that the Founders’ ambitions for the company were at odds with brand perception from the outside. That plus a goofy logo reminiscent of the early dot-com era and a lack of brand guidelines made it a challenge to build what we aspired to be: a global lifestyle brand.

I set to work building the future of the Airbnb brand. After an extensive search, we engaged with DesignStudio as our partner on a visual identity system. I led the rebranding effort from brief to launch. In addition to an iconic mark and comprehensive visual identity system, my team produced thousands of lifestyle images and films, helped redesign the online product, and launched an interactive site for Airbnb’s community members to create their own expressions of the mark.

See a talk I gave on this project here.

Andrew Schapiro