final stages of a rebrand 👀

This week we're in the final stages of rebranding a custom home builder.

Until now, they've been offering a lot of different services to a wide audience.

But they've decided to focus and go all-in on custom residential builds.

This is a big change for them — and they want to be bold about it.

So we've been helping them reposition the entire brand to support this strategy.

We partnered with designer, Brian Perez of Array to help articulate this new direction through a visual identity.

We're in the middle of round 2 right now and I thought I'd share some progress!

Initially, Brian presented two concepts.

One of them felt spot-on.

Now, in Round 2, we are just making some refinements to it.

We’re getting into the finer details—those subtle elements that the untrained eye might overlook but ultimately make all the difference.

Seeing the identity in context helps us envision how it will actually be applied.

I'm excited to be collaborating with Brian on this project and look forward to many more!

– Charles