Form to Finish
Visual Identity
Brand Language
Merchandise
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An Austin-based home builder specializing in seamless, end-to-end services, taking projects from design to execution—form to finish.
Brief
‘Form to Finish’ is a specialised building firm dedicated to constructing custom homes that excel in design, energy efficiency, durability, sustainability, performance, and superior indoor air quality. As the company expanded its reach and client base, it became evident that their existing visual identity lacked a distinctiveness that aligned with their values. They sought a comprehensive redesign to establish a new visual identity that would reflect their growth and resonate with a broader audience.
Insights
Builders place significant importance on the aesthetics and character of their work. With this in mind, the client and I dedicated time to creating a mood-board that encapsulated the essence of their projects, allowing us to determine the most fitting visual aesthetics. Every concept for the new visual identity was evaluated against this mood board. Additionally, we recognised the value of their existing brand colour. This decision allowed us to leverage the established brand equity.
Solution
The interesting company name sparked our creativity and inspired us to explore the concept of a visual pun for the logotype. We decided to emphasise the word 'Form' by keeping it outlined, while 'Finish' was represented with a solid fill. This clever play on visual treatment became the foundation for the brand's visual language. We extended this unique visual language beyond the logo, incorporating it into various aspects of brand communication and merchandise.
