Objective
As part of a strategic initiative that helped to position the Futurestay Brand to the DIY “rental-preneur”, I was hired to lead a visual rebrand process that consisted of redesigning their logo and visual brand ID. This led to setting visual direction for marketing assets such as display ads, video treatments, email templates and website UI.
Brand Identity
Through the rebrand process, part of Futurestay’s focus was to focus on attracting customers moving from single rental properties to multiple. Many with the goal to carve out new income streams, moving them into a category of entrepreneurship, or rental-preneurship as we termed it. To help communicate the DIY nature of this customer base, I came up with an origami style house icon that would anchor them in the real estate industry, while at the same time offering something visually ownable. The symbol also doubles as a bookmark symbol to help further enforce this as a web based SAAS product. The fresh aqua mint colour speaks to themes related to modern finance, and the burnt orange highlights the bold nature of our “rental-preneurs”. To further speak to ease-of-use and a platform that offers a new level of simplicity to it’s users, I recommended we maintain plenty of white space in our layouts and a clean, bold sans serif font for their titles and headlines.
Marketing Website Design
The final step was to take the new colour palette, fonts, illustrations, image treatment/photo collections and branded graphical elements into Figma to update their design systems and web templates.
Digital Assets
To help this brand ID come alive across their product eco-system, I equipped their product design team with icons, illustrations and reusable components. All inheriting the visual vernacular established in the original brand ID exercise. Along with their marketing website, we used these elements to help inform social, email and display ads.
