WA based design studio AboundStudio reshapes brand experience for London property company

Vabel, the property brand committed to elevating the standard of London living, has partnered with strategic design agency AboundStudio to translate their personality, unique approach and ethos into a compelling narrative and distinctive design language which resonates with today’s home makers and reflects the exceptional quality, craft and character of their homes. The collaboration sets a new benchmark and marks a significant milestone in the real estate industry.

Founded in 2009 by Daniel Baliti and Jeremy Spencer, Vabel emerged as a response to homogenous developments and poorly planned conversions. With a deep appreciation for the significance of homes and a commitment to raising the standard of new build properties, Vabel adopted a unique, integrated approach that encompasses location selection, design, architecture, project management, and construction, all under one roof. This unique model ensures that each Vabel home provides unparalleled quality without compromising on design integrity. Since inception, Vabel have created over 300 homes across London. Regardless of scale or typology – whether in Brondesbury, Belsize Park, Seven Sisters, Marylebone, Mayfair or Fitzrovia – their thoughtful approach is the same.

Daniel Baliti, co-founder of Vabel, said: “We believe that the key to better buildings lies in the details. Collaboration and the cross-pollination of ideas as part of an integrated process is fundamental to what we do. We don’t design in isolation. Instead, everything that Vabel creates stems from this concept, and allows us to prioritise design and quality both externally and internally.”

With a shared vision and aligned cultural ethos, Vabel partnered with AboundStudio to embark on a transformative journey to reshape the brand. Recognising the misalignment between their existing brand and the exceptional quality, craft and character of their properties, the strategic shift is driven by an understanding of a new wave of home makers in search of thoughtfully crafted homes that are tailored to the demands of contemporary living. Central to the repositioning is the evolution of Vabel from a developer to an aspirational lifestyle brand that emphasises the love for places, people and how they live.

Drawing on their combined expertise in hospitality design and background in creating hotels infused with feeling, Vabel co-founder and creative director Jeremy Spencer, and AboundStudio founder and creative director James Huntly have adopted a distinctive approach typically associated with the hospitality industry. Their unique perspective sets Vabel apart, challenges the industry and sets a new benchmark for real estate in London.

At the core of both Vabel and AboundStudio is a passion for collaboration. AboundStudio curated a collective of likeminded creatives including photographers Ludovic Balay and Taran Wilkhu, and illustrator Lukas Novotny. AboundStudio set the direction for a photographic style that could go beyond beautifully crafted interiors to share the journey of making. Ludovic Balay’s cinematic images capture the rituals of everyday life, infusing them with a sense of time and story, while Taran Wilkhu’s editorial style balances the purity of shape, light, and proportionality found in Vabel’s interiors.

Additionally, illustrator Lukas Novotny was commissioned to create a timeless collection of facades that visualise the link between concept and construction, providing a glimpse into Vabel’s vision for upcoming properties. A series of bespoke patterns, along with a palette of earthy tones and vibrant highlights, contribute to the overall design language that showcases the exceptional craft of Vabel’s homes. Together, these creative collaborations infuse the brand with depth, richness, and authenticity.

To ensure a seamless brand experience, AboundStudio translated the brand’s vision across every touchpoint, from signage to site hoardings, community journals to a total website transformation. The digital realm plays a pivotal role in showcasing Vabel’s narrative and ambitions, with the website serving as a living manifestation of the brand which invites visitors to explore the beautifully crafted homes and immerses them in the stories that bring each property to life. The collaboration has shaped the heart and soul of the brand and resulted in not just an identity, but a mindset that imbues each project and forms the foundation for the liveability and enduring character of each home.

The new Vabel website is a true reflection of their physical homes, as well as the personality of the company and it’s people. It combines function and feeling, capturing the sense of quality, character, and vibrance that defines the brand. With a design language that seamlessly integrates images, text and drawings, the website celebrates Vabel’s journey to date, showcases their existing properties, and sets the stage for future projects.

Jeremy Spencer, co-founder of Vabel, said: “Our goal is to deliver brilliantly executed, beautifully designed homes that offer people the opportunity to live a lifestyle beyond expectations while enhancing the areas where our properties are located. Through our collaboration with AboundStudio, we have been able to create a cohesive visual and verbal language that truly embodies and communicates our ethos and unique narrative. Their expertise and creative vision have been instrumental in capturing the distinct personality of the company and each property. We believe this brand transformation will resonate with home makers and set a new benchmark for the industry.”

James Huntly, creative director of AboundStudio, said: “At AboundStudio, we work with likeminded change makers reshaping the cultural landscape. We were captivated by Vabel’s ambitions to raise the standard for new build developments in London through exceptionally designed homes that cater to a modern way of living. It has been an incredible journey partnering with Vabel to translate their personality and vision into a compelling brand and to bring their story to life across multiple touchpoints and a carefully designed and curated website that blends function and feeling. We are incredibly proud to have played a part in this exciting new chapter for Vabel.”

The website and brand transformation launches alongside Vabel’s newest property Vabel Lawrence in Seven Sisters, London. For further details visit vabel.co.uk.

Further details about the collaboration between Vabel and AboundStudio can be viewed at abound.studio/vabel