The house is presented with 20 other projects from the USA, all with the same objective. All the houses showcased in the contest were sustainable all had similar sizes and features. Having a unique and strong identity in the architecture and branding and communication was the only way to provide added value.
The first step was to understand the project's managers Gregor and Claus' concept of architecture. They valued the experience, the aesthetic, and comfort. Technology was a tool to achieve those goals; They didn't want to put sustainability over habitability and architecture. The difference of the project in the others should be an added value based on the quality of life in aesthetics. The house has, for example, the hidden voltaic roofs. The smart installation is almost invisible.
We carried out an identity analysis that focused on isolating the project's values, the concept different from other projects on an architectural level, and based on those values; we developed a key visual that didn't scream sustainability either.
The contest has the spirit of team competition; it was important that the students connected emotionally to the identity. We developed a logo in the shape of a football crest, which would underline the idea of competition and team.
In the naming prozess, our goal was again to avoid being like the other projects, whose most names were Acronyms or cold and technological names. We needed to emphasize the idea of warmth, habitability and we decided to use the name of a person.
At first, we wanted to use the name SISI because it brought all the weight of the meaning of the empress of Austria, but the word sisi in English has negative connotations, so we made a slight modification. That's how LISI the house was born.