Brand, Logos & Identity
Your brand needs to show up in everything you do.
I build identities that define their market position, express a compelling story, and create lasting customer connections.
Objective
To transform the HouseWorks brand identity by creating a dynamic new logo and a cohesive family of brand marks under a unified corporate identity. This revitalized visual system will be documented in a comprehensive brand standards guide, ensuring consistent and impactful storytelling across all media to enhance brand awareness and elevate perception.
Learn more house-works.com
Agency: KingFish + Partners
Creative Director: Scot Forbes
From fixer-upper to showcase
HouseWorks’ old mark undermines the company’s integrity. The design lacks balance, with the tall “H,” “W,” and an unusually styled “k” creating awkward vertical emphasis, while the absence of a clear icon leaves it forgettable. Its whimsical, playful style contradicts HouseWorks’ reputation for professionalism and reliability.
BUILDING A NEW FOUNDATION
My creative team engaged with the client through in-depth interviews, gaining valuable insights into their preferred visual style, brand values, and audience expectations.
EXPLORATION
Next, we moved to the creative exploration phase, developing a series of simple black-and-white logo sketches. These ideas served as a visual sandbox, allowing us to explore a range of concepts, identify promising directions, and ignite our creative thinking.
Before
REFINEMENT
Moving forward, we transformed the initial concepts into more polished designs, emphasizing meaningful visual symbolism and modern elegance. Each element was carefully crafted to ensure that shapes, lines, and icons were not only visually appealing but also carried significance, aligned with purpose, and told a compelling brand story at a glance.
COLORS OF COMFORT
Curated hues that convey a calm, soothing peaceful feeling, drawing inspiration directly from nature’s tranquility. Each color was chosen not just for its visual appeal but for its ability to evoke comfort, familiarity, and harmony.
A NEW HOUSE: THE BRAND IN ACTION
With creative assets delivered, HouseWorks seamlessly launched its refreshed identity across various media. The new logo and color palette brought a unified look to their website, social media, print materials, and signage. Whether on digital platforms, physical brochures, or branded merchandise, the new identity maintained its integrity, ensuring every touchpoint reflected the brand’s revitalized image.
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