Customize the little things
House Beautiful pattern identity design
Practice
Live Brief:
MA Graphic Branding & Identity,
University of the Arts London (2025)
Team Members
Avinav Ghosh , Eiichi Sugiyama , Joao Penido,
Mohamadreza Ramezani, Ruan McGonaghy
Special thanks to Mehran Farahani
My Contribution
– Concept & design system development (w/ All)
– 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 Insight
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.
The Solution
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.
As the pattern system is capable of producing a large variety of combinations, we used creative coding to develop a pattern generator. This tool makes the process of creating patterns accessible for the brand’s audience.
The pattern is built to be adaptable to any size and format. Along with homeware items, it can also be used across digital and print platforms, from small scale applications to large ones.
