Dwell is a new, third housing option. More flexible and accessible than buying. And it builds your wealth, unlike renting. I led work on creating the visual identity.
Branding
Art direction
UI design
Illustration
Video direction
As an early stage startup, representing Dwell's future homes without existing plans or photography presented a unique dilemma: how to articulate a vision without over-promising specific architectural features.
By letting curiosity drive the creative process, an unexpected artistic direction emerged. What began as a practical solution for a lack of assets evolved into a cozy, honest, and highly approachable brand identity featuring watercolour illustration as a focal point.
I went wide and explored a ton of logo options based around location pins initially. The final simplified logo metaphor layers the wordmark behind an invisible roofline slope – a simple elegant shape.
We drew inspiration from classic architectural drawings and other beautiful brands.
