Amid

Digital nomadism isn’t just a trend; it’s a shift in culture. This generation is hungry to explore new cities and cultures and connect with new people along the way. Amid makes that happen. Offering mid-term tiny home rentals to nomads and travelers, Amid is the ultimate source for young professionals to embrace this new way to live and work.

Scope

Naming
Branding

Recognition

GDUSA Gold

Naming

As a brand new and totally unique concept, Amid (first called TinyBnb) was in desperate need of a story that their target could connect with. Riding the coattails of the boom of AirBnb, the wave of minimalism, and the Tiny Home craze, Amid first needed an understanding of who they were at the root. This began with a large exploration into naming concepts that could succinctly describe the concept while being minimal enough to attract the right people. After several group brainstorms, we landed on “Amid”. We felt this short and distinctive word could bridge the term “away”, appealing to the wanderlust of the avid traveler, and the word “middle”, describing the midterm rental market the company was focusing on.

Branding

With a name to run with, the creative team channeled their inner Walter Mitty and dove head first into brand concepting. We wanted to create a vibe that was as breezy and feel-good as Amid’s ideal traveler. We accomplished this by creating a minimal lowercase logotype to make the face of the brand feel approachable and clean. We used warm imagery that transported the viewer to travel destinations far and wide, encouraging a spirit of curiosity while maintaining the homeyness that a stay with Amid would provide. We also took special focus on the traveler’s experience as they arrived at their home-away-from-home. We created branded items that Amid could provide to guests as a courtesy, like fresh socks, tote bags, and even collectable pins to boast of their travels.