Customize the little things

House Beautiful pattern identity design

Practice

Live Brief:

MA Graphic Branding & Identity,

University of the Arts London

Team Members

Avinav Ghosh , Eiichi Sugiyama , Joao Penido,

Mohamadreza Ramezani, Ruan McGonaghy

Special thanks to Mehran Farahani

My Contribution

– Concept & design system development

– Digital & editorial application (w/ Joao)

– Creative coding (w/ Avi & Mehran)

The Challenge

House Beautiful is a British home, decor, and lifestyle magazine offering quick decorating projects and room renovations, focusing on modern living and affordable style as the core of their brand. They wanted us to develop an iconic, versatile pattern identity that help them become recognizable among their competitors.

The Solution

As part of the brief, we were asked to explore the question: “What emotion turns a house into a home?” Our answer shaped the conceptual framework for the design process: the feeling of the freedom to customize little things.

To visualize the concept, we used their own identity. We split the house shape into smaller parts, and by combining those parts in different ways, 18 different modules is produced. This allowed us to produce a large number of different patterns that still look visually connected.

Emotion was the key

As part of the brief, we were asked to explore the question...

To visualize the concept, we used their identity and split the house shape...