Designing for Belonging

We don’t just live in places, we live through them. That’s why great design, and great branding, must start with one core goal: belonging.

When a place makes us feel like we’re part of something bigger, we’re more likely to engage, invest, and stay.

Belonging is about more than inclusion, it’s about resonance. Does this place reflect who I am? Do I see my values, my culture, my identity in its details? A strong brand answers these questions not with slogans, but with substance.

Our work on One Balloon Street is a good example. The playful but sophisticated identity was inspired by Manchester’s creative spirit and the building’s interior reference to hot air balloons. The result feels rooted in place, making tenants and visitors feel like they’re part of something unique to that location.

The result isn’t just a more connected community, it’s a more resilient, human-centred place. And in a world that’s more fragmented than ever, that kind of belonging is priceless.