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The Homeowner’s Handbook

Project Overview

The Homeowner's Handbook approached us with a vision: to be the go-to resource for homeowners in Lakewood navigating the complexities of renovating older homes. Their mission was to simplify the home improvement journey, offering valuable insights and assistance to new homeowners in the area. They needed a brand identity that would establish them as a knowledgeable, trustworthy, and approachable guide in the often overwhelming world of home renovation.

Strategy Development

Through collaborative discussions and an iterative design process, we developed a brand personality that was:

  • Trustworthy: As dependable as a solid foundation

  • Knowledgeable: Offering wisdom for every homeowner's question

  • Playful: Making the renovation journey enjoyable, not just informative

  • Modern: Reflecting contemporary design sensibilities

  • Warm and Approachable: Creating a welcoming atmosphere for all homeowners

We crafted a typography system that balanced professionalism with personality:

  • Playfair Display: A modern and playful serif font for headers

  • Poppins: A sleek, modern sans-serif for body text, ensuring clear readability

  • Solid Sans-Serif: Used in the logo for a clean, timeless appearance

Our color palette was designed to evoke trust while adding vibrancy:

  • Solid Bright Dark Blue: The foundation color symbolizing trust

  • Sage Green: Reflecting knowledge and insight

  • Amaranth: Adding a touch of playfulness

  • Muted Accent Colors: Creating warmth and approachability

The Solution

The final brand identity for The Homeowner's Handbook emerged as a perfect blend of trustworthiness, knowledge, and modern design. The logo, with its clever use of the double H forming an abstract house, became an instant representation of the brand's mission.

We provided comprehensive brand guidelines, including logo variations, color usage, typography rules, and example applications. This ensured that The Homeowner's Handbook team could easily create their own on-brand materials moving forward.

The Challenge

Our task was to create a brand identity that would:

  • Reflect trustworthiness, knowledge, and a touch of playfulness

  • Appeal to homeowners seeking guidance and vendors alike

  • Stand out in the home improvement sector while maintaining approachability

  • Balance the client's desire for boldness with the need for warmth and reliability

The initial preference for a bolder aesthetic posed a potential mismatch with the target audience's need for trust and approachability. We needed to find a middle ground that satisfied both the client's vision and the audience's expectations.

Creative Process

The logo design process was a journey of refinement. We created a double H in the abstract form of a house, using line work to embody the brand's essence. This design successfully married the client's desires with the need to resonate with new homeowners and vendors.

For visual elements, we incorporated imagery of homes with intricate branching patterns, symbolizing the wealth of knowledge and resources The Homeowner's Handbook provides.

Results & Impact

The client's reaction to the new brand identity was overwhelmingly positive. Zehavi Greenberg of The Homeowner's Handbook shared:

"Adeena, this is beautiful! So much more than I imagined getting! I love the logo and the branding, and all the examples you put together will really help us make sure all our projects are on brand. Really happy with how this came out! Thank you for all the logo versions, it'll come to good use. I really appreciate all the time and effort you put into this, all the back and forth and redoing. Thank you so much!"

The new brand identity not only met but exceeded expectations. It successfully established The Homeowner's Handbook as a trustworthy, knowledgeable, and approachable guide in the Lakewood home renovation scene. The cohesive blend of professionalism and warmth ensures that the brand resonates with its target audience, making the renovation process an enjoyable and informed adventure for Lakewood homeowners.