How a bold, human-centered redesign transformed a global brand

In 2015, Airbnb unveiled a comprehensive brand overhaul created by its in-house DesignStudio. At the heart of the rebrand was a simple, yet profound idea: “Belong Anywhere.” This concept went beyond slogans and marketing – it was embedded into the very visual DNA of the company.

The Challenge: Building Trust and Emotional Connection

Before the rebrand, Airbnb had a functional brand identity – clean, tech-driven, and utilitarian but it lacked emotional resonance. As the platform grew globally, it faced a challenge shared by many tech companies: how to communicate warmth, trust, and belonging at scale.

Airbnb’s solution? Create a design system that could span every touchpoint: web, mobile apps, print, photography, and physical spaces – all while maintaining clarity and coherence.