Rebrand and Mobile Site Exploration
Created by the NATIONAL ASSOCIATION OF REALTORS®, HouseLogic is a site that empowers homeowners to be self informed whether they’re in the process of buying their first home, maintaining or updating their current home, or are getting ready to sell and move into their next chapter.
With over 850 articles, videos and guides, HouseLogic needed a way to connect and educate homeowners, buyers and sellers conveniently and efficiently: on their phones. Research is usually an activity dedicated to desktop, but information the moment a reader needs it could be the deciding factor in a myriad of situations.
With the ‘expert status’ needing to be maintained by both NAR and HouseLogic, I looked to evolve to the visual identity towards something that felt clean and relevant. Inspired by the evolution of a home itself, I created a wordmark that pairs serif and sans serif to communicate old and new, ornate and simple, traditional and modern. The expanded color palette took cues from popular paint colors while still maintaining the core spectrum of the original brand.
Guides are an invaluable resource offered by HouseLogic. How do you differentiate guides from a normal article? As the entryway to a home, doors come in all shapes and sizes. When reduced down to a graphic element, the result is a bold, scaleable option that’s easy for an internal team to maintain and is unique enough to become a sub-element of the HouseLogic brand.
How do you expand the impact of HouseLogic’s expert advice and package it into an easy-to-use, easy-to-market and easy-to-monetize offering? By creating a family of digital products and tools that bring value to the homeownership journey.
Capitalizing on HouseLogic’s namesake, ROI Genius is the first product in a family of products meant to empower homeowners and evolve how HouseLogic interacts with its readers. Whether readers are looking for solutions to buy, improve, maintain or sell, it is imperative understand the costs and rewards home renovations can have on a home and its value.
Agency — HUGE
Role — Strategy, Art Direction, Design