In 2016, a Michigan based holdings company prepared to add multiple urban real estate properties to its portfolio. The properties, all managed under Houze Living, were designed in partnership with dPOP! to bring a contemporary edge to historically zoned buildings. Early on in the process Houze Living partnered with BrandBarr to rethink the brand identity. As the system of marks emerged the process of implementation began simultaneously as interior design and renovations wrapped up. The new look and feel translated to listings, business cards, signage, legal paperwork, postcards, and social media platforms including Instagram, Facebook, and Twitter.
The use of bold colors, line work, and typography iterates the concept of bringing a historic building to a contemporary age and appealing to urban professionals. The iconography of the mark symbolizes the process of constructing architecture; walls coming together to form the foundation and framework for living needs. The mark transforms and scales on collateral providing a graphic element, grid, and overall visual interest. Each property’s interior design is tied into their specific mark through the change of color; Briggs Blue, Gabriel Glitz, Philip Gladiola, and Regis Green.