Comma’s brand is characterized by its illustrations. Etho identified and collaborated with a French illustrator with a background in architecture and tasked them with creating two imaginary scenes representing a Comma rental building, its community, and all it has to offer. Careful thought was put into its depiction, ensuring a representation of diverse demographics and an emphasis on a sustainable lifestyle.

The illustrations show Comma’s wide range of amenities and include playful details, such as socks on the floor. Each figure within the master illustrations was isolated and utilized independently—whether integrated into photographs, renderings, or in conjunction with the Comma symbol. Multi-purpose and versatile, they can be used with a variety of contexts and colours.

The interactions between illustrations, renderings and logo are a recurring theme throughout the Comma brand. In the signage design, the Comma icon is used to create visual rhythm across the length of the display while also acting as a divider from one section to the next, and framing illustrated figures. Bold and visually striking, the Comma signage made an impression throughout the city.

Etho designed the website to convey Comma’s vision for rental. Anchored by the Comma symbol in the top right, the illustrations introduce the brand ethos and describe what each rental building has to offer.