Mi-Vida is a brand for a category of housing in Africa. Created as a joint venture between Shapoorji Pallonji Real Estate and Actis, a prominent real-estate investment fund, the category sought to address the market gap between extremely low end housing and uber luxury projects. This kind of affordable housing was positioned as being aspirational and a new way of living for many people. ASDS defined the positioning of the brand and created the primary identity. The collateral that followed focused on the launch of the brand and the first project in Nairobi, Kenya.
While an international approach towards the branding was initially considered, it was evident after further investigation that a direction that embraces the roots of the culture was actually uncommon in this space. Using this as an opportunity, a design language that uses bright colours and forms inspired by traditional hieroglyphics became the core of the branding. The vibrant energy of the brand saw itself manifest in various sales and communication collateral.