As a long-standing client,  Socius approached Meeting Place to design a new brand identity for Populate, a new company specialising in place management with a focus on maximising the long-term social and economic value of mixed-use developments for occupiers, communities and investors.

Our in-house design team created a unique identity and logotype that connects with the Socius parent brand, while also possessing the ability for it to stand on its own feet.

Creative direction

The creative process started with a framework to establish the brand association with Socius. The resulting concepts were designed with an emphasis on the built environment, featuring vibrant spaces which align with the brand’s urban, yet community-focussed, approach.

The chosen logo created visual cues and connections between Socius and Populate, with the brand’s ethos woven throughout the design. The logo connects the two brands by incorporating elements of Socius brand ‘S’ and emphasising ‘op’ in Populate, representing a focus on ‘operational’ outcomes and effective placemaking.

The colour palette distinguishes Populate through warm orange tones, with the green elements representing Socius’ core brand values of sustainability and trust. Colours can be used strategically, with abstract cityscape visuals, to reinforce Populate’s urban, community-centred identity. 

The result

Populate and Socius now have an adaptable framework, allowing the companies to build and evolve the brand over time. The combination of vibrant spaces, sustainable solutions and dynamic ecosystems all reflect Socius’ and Populate’s mission to transform bricks and mortar into thriving, people-focused environments.

Olaide Oboh, Managing Director of Populate and Executive Director at Socius:

It was a pleasure to work with Meeting Place to develop the brand identity for Populate. The new brand aligns closely with our mission to create vibrant and sustainable places that support communities and provide a platform for businesses to collaborate, innovate and grow.