Case Study: Xi creates a human-centered luxury apartment brand with Daylight

Xi shapes a 20-year luxury apartment brand with Daylight

Xi, a high-end apartment brand in South Korea, was frustrated by supplier-driven design that made it difficult to stand out from competitors. They sought out Daylight to help them shift from a building-construction focus to creating a human-centered, luxury apartment brand vision for the future.

Daylight developed a comprehensive Experience Design System anchored on four key brand principles derived from in-depth user research. They defined a new design language using the verbs 'Align' and 'Blend' to shape all tangible and intangible brand touchpoints. As a result, Xi now has a cohesive, long-term strategy to design with a unified, user-driven voice across all its offerings, establishing a vision for the next twenty years.

Xi