homegenius

Homegenius, a Radian company was created with the single purpose of innovating for the entire real estate industry through a combination of data science, AI technology, services, and relationships that were decades deep. 

I led the team tasked with unwinding the tape on product branding with the goal of reorganizing around a more unified primary brand family structure. This involved brand architecture, identity, content strategy, website design and campaign.

Work completed at 1000watt

The strategy broadly reflected their ambitious vision and quickly revealed the big idea as one of transformation, connection and possibility, not disruption. These themes drove a lot of the design work that followed.

We brought in a celebrated typographer to redraw the existing wordmark from the ground up to improve the fundamental shapes without losing the spirit of the original. We refined the dots over the ‘g’ and ‘i’ as connection points, reinforcing the idea that homegenius is a digital ecosystem where people connect.

The fine tuning and tailoring made all the difference in this case and felt so much better to work with.

Part of the design charge was to develop a brand architecture system to organize the vast offering of products and services around a unifying “primary brand” structure. This family structure encompassed naming conventions, the logo system, and the color palette all working together to offer uniformity and distinction.

Color Coding

A color system that worked beautifully together, but could also be deployed by audience segment to create distinction, was integral to the strategy behind the brand architecture.

Clouds

Multiple audiences join together in the homegenius ecosystem. So to visualize this, we introduced a series of color ‘clouds’ as a primary brand element. Each cloud picks up one dominant color from the brand palette. The clouds illustrate the myriad connections we foster made possible in a digital space.

Photo style

The photo style employs a narrative, black-and-white approach to tell a story different from those of their competitors. Somewhat dramatic and reminiscent of film photography, this style sparks interest, elicits emotion, and stands apart the pack.

Website

The work extended deep into the homegenius website itself with an extensive and comprehensive redo of their content strategy designed for a wide array of audiences.

This called for the navigation experience to shift from ‘product first,’ to ‘persona first.’ This was best achieved through a ‘mega menu’ system for users to quickly find the products that solve for their particular needs.

The content strategy required us to design a comprehensive suite of dynamic components to account for both immediate needs, and future scenarios, for this rapidly growing enterprise.