Marlon Tate’s ‘unsinkable’ identity for FLOAT lets the brand speak directly to its audience

FLOAT, located next to the cultural hotspot of the Port of Piraeus in Greece, is a flexible living concept. The development, which includes modern rooms, canteens, libraries and co-working spaces is aimed at a young generation of students, professionals and digital nomads. London and Athens-based creative agency Marlon Tate – best known for their eye for storytelling –was brought in to not only develop the brand’s identity, but also its name and strategic narrative. So then, why FLOAT? “Based on our insight that our audience consists of young people filled with an unshakable determination to make their dreams come true, we positioned the development as a floating platform; an afloat docking station where they can stay for as long as they want while they are ‘plotting’ their next adventure,” Founder & Creative Director Nikos Georgópoulos tells us. “Based on this narrative, and on the development’s location, we named it ‘FLOAT’ and created an identity where every element is literally unsinkable – just like a young person’s determination to pursue their dreams.” To lead with the concept, Marlon Tate created a custom inflatable logo that puffs up like a balloon and really speaks to the idea of FLOAT. In an instant, the typeface goes from its slim sans form to a chonky weight that looks like it might float away if you just let go of it. “The narrative that we came up with was what drove our design solution to create a variable and dynamic logo. I remember thinking that it would’ve been great if we could create a logo for FLOAT that resembles the inflation of an object,” says Georgópoulos. “What I really had envisioned was to create a brand logo and identity that resembles or emulates, if you will, the notion of filling it up with all kinds of opportunities, possibilities and aspirations.”