After supporting Centaline Investment with the launch of their student housing platform, CampusOne Communities, last year, Neighbour Co. was proud to assist them once again by leading the brand development for its first premier student housing project under the CampusOne brand: One Pace 117 (一步居 117).

Project Scope

One Pace 117 is located in the vibrant heart of Tsim Sha Tsui, targeting students from nearby universities across Kowloon. The project involved a HKD 180 million property acquisition, plus an additional HKD 20 million being invested in renovations. Neighbour Co. was responsible for directing the full brand strategy, property naming and visual identity for the project.

Brand Strategy

As the student accommodation is just a five-minute walk from the PolyU campus, our brand strategy leverages convenience as its core benefit. This insight inspired the brand concept, “Live at your own pace,” with the name “One Pace” serving as a direct and memorable brand proposition. It encourages residents to find their own balance within the busy city.

Brand Identity Design

We crafted a logo that integrates four symbolic meanings into one minimalist shape. The design uses a continuous line to represent connectivity with the urban surroundings while simultaneously forming the letters “O” and “P” in the accommodation’s name. The circular layers illustrate the “lifestyle circles” of the neighbourhood, such as nearby museums, shopping malls and theatres. Finally, the overall logo composition delivers the brand concept, “Live at your own pace”, symbolizing residents living a balanced life within this vibrant area.

Visual Identity Design

The visual identity extends the brand concept through a palette of natural greens and earthy tones. These colours evoke comfort and a relaxing atmosphere, creating a peaceful sanctuary for students after a busy day. This grounding palette ensures the brand feels welcoming and balanced against the high energy of Tsim Sha Tsui. Completing the system, the spiral form of the logo is applied as a key graphic element across various materials, reinforcing a cohesive and recognizable identity.

The Application

The completed identity system is applied across all physical and digital touchpoints. This includes interior fixtures, building signage and stationery, as well as the reservation app and social media page. By combining a strategic location with a thoughtful brand experience, One Pace 117 establishes itself as a premier choice for students seeking an enriched lifestyle in Hong Kong.