As Airbnb has grown, the benefits they offer their employees have as well, encompassing a broad range of perks, including healthcare, financial advice, education, volunteer time, wellness programs, and more. With so many offerings, the company needed an umbrella system to unify them. They challenged us to create a branding system that would allow employees to easily identify any benefits-related communications, and introduce some joy into what otherwise might be deathly dry content.

The solution we created uses the name “Be” (taken from two key words, “belong” and “benefits”), and builds a unique graphic voice out of elements from Airbnb’s brand system. The core element of the system is a series of mix-and-match patterns which leverage the Airbnb palette and encourage new combinations, creating a dynamic and versatile kit of parts that can grow along with the company’s resources.