Fresh Paint
Raging against builder beige.
What incentive do millennials have to move out of their parent’s house and buy their own? Not much. Why? High cost and boring homes. FreshPaint was started in response to the sad reality. The challenge put before my team and I was to create a brand that stood out in a sea of home-builder sameness. Through a series of brand workshops, we created a bold, provocative brand platform that reflected the company leadership’s personalities. Their mission says it all: “disrupt the status quo by offering today’s design-savvy buyers a refreshing, effortless homebuilding experience.”
They also needed a brand identity system that was bold, modern and completely unique. The logotype and colors are fresh, progressive and not conforming to the stodgy homebuilding industry. The brand mark breaks out of the traditional rules of solid color logos and introduces geometric shapes within the mark that are inspired by appetizing angles found within the homes. The mark also boasts a family of colors, allowing both variety and consistency in its presentation.
Hats worn: Research, Brand strategy, Branding, Concepting, Wireframing, Prototyping, Visual design
Created at COCG Agency
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Their new brand voice became sincere, refreshing and edgy. Headlines included “Entry-level doesn’t have to mean boring,” and “Lose your home buying virginity to FreshPaint.”
Materiality was also important. Each touch point for FreshPaint needed to feel different than other homebuilders. So, we presented the idea of using a soft touch paper finish and a sunlight-sensitive ink for headlines on business cards and envelopes. These little moments of surprising delight added up to make the home buying experience with FreshPaint different and much more fun.
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The brand tagline of “Curating homes with edge” succinctly summarizes what FreshPaint is all about, so this message needed to be forefront on the website. The company’s progressive, edgy and fun personality is felt through the bright color palette, refined typography, angled geometric shapes, and clever headlines.
