Concept exploration
For this project, I started by creating rough drafts for three potential rebrand directions. I applied my ideas to sets of stationary to help envision them, then decided to move forward with the idea that felt most effective. I created a style guide for my final direction and rebranded the company within my new brand guidelines.
Sketches
For each of my three directions, I started by sketching out some rough ideas.
Concept 1: DIY experience
The DIY experience direction communicates with customers through elements of the interior design process. There is an emphasis on ideas, sketches, and materials.
​
Roomlift’s differentiating factor is that they encourage their customers to become involved in the design process. If the brand itself embodies the “do it yourself” and ”hands on” attitude, then customers will visually gain a better understanding of the service. Roomlift wants to show their customers the unique experience they'll receive when using their services.
​
The DIY experience is defined by handmade typefaces, paint swatches, patterns, and sketch-like layouts. A limited palette of bright cool tones is intended to combine creativity with a sense of maturity. The DIY experience aims to evoke a sense of professional craftiness that creative, handy, and determined clients can identify with.
Concept 2: organic neutrals
The organic neutrals concept combines trendy minimalism with creative thinking. This approach aims to capture the independent spirit of customers in more of an indirect way. People who like to do things themselves tend not to gravitate towards structure or order. Flowing graphical elements and an asymmetrical layout would be used to visually represent this attitude.
The organic neutral concept is defined by clean yet energized typefaces, a less structured layout, and non-objective hand rendered graphics. A warm neutral palette of brown tones creates a calming and inviting attitude. These tones are paired with a warm pink tone to add an impactful accent. The organic neutrals concept aims to evoke a sense of organized disorder to resonate with customers who like to openly explore their ideas.
Concept 3: playful motivation
The playful motivation concept speaks directly to the customer by encouraging them to be the best home designer they can be. Like a good friend, RoomLift is always there to offer support. This approach gives Roomlift a more personable attitude while encouraging customers to explore their independent design abilities. The purpose is to strengthen the connection between the service and the customer while still recognizing that the customer wants a level of independence in the process. Roomlift is there to help get your ideas flowing – not tell you what to do. They’re always there when (and if) you need them!
The playful motivation concept is defined by bold type treatments that address the customer in friendly ways, fields of color, and clean layouts. Elements of design are referenced in more subtle ways through the abstract house icon. A mixed palette of colorful yet muted tones is intended to incorporate an element of fun while keeping the brand grounded and professional. The playful motivation concept offers a sense of positive support that independent clients can feel comforted and energized by.
Final Concept: deconstructed playfulness
I decided to combine the playful motivation concept and the DIY experience concept for my final direction. I liked the energy and attitude of the playful motivation concept, but wanted to make the design feel a bit more mature and relevant to the company. By combining elements from my DIY concept, such as a grid and blueprint-like outlines, I'm able to capture an element of fun while relating a bit more to the purpose of the brand.
Elements of the abstract home icon are deconstructed to allude to the DIY movement in a more subtle way. This look achieves the feeling of a professional DIY project without some of the more literal elements from concept 1. The playful shapes, colors, and copy also create a welcoming tone for the brand. To motivate customers, this tone suggests that Roomlift DIY services are both doable and exciting.
Instagram story design
text to explain stuff goes here!
Style Guide
I created a style guide for my final concept. I reffered to this guide as I redesigned other elements within the brand!
