I've always been fascinated by architecture, drafting, and construction. Mostly because my high school drafting teacher was someone I aspired to be as an adult. So when William Simpson, president of Avinger Homes, approached me about reinventing his brand, I jumped at the challenge.
The
Challenge:
East Texas (Texas in general) is saturated with building companies and standing out in a crowded field was our main objective in order to achieve for business growth and brand awareness. Simultaneously, I was also tasked with creating a brand that would appeal to young families looking to move to East Texas from other parts of the country.
The
Solution:
I began with three questions: How do we connect with home buyers in East Texas who want to build a custom home? How do we distinguish ourselves from our competitors? How do we communicate Avinger Homes' proven success?
First, I recognized the significance of championing East Texas county living and the role color would play in creating a distinct narrative. Following a comprehensive color study, William, myself, and his team unanimously chose a color scheme inspired by the beautiful organic landscapes of East Texas. And by using a contrasting color palette, I was also able to instill the strong character of a construction company without compromising the organic tones. This was accomplished by incorporating the colors orange and hunter green into the mix.
In addition to the strategic use of color, I defined how the brand would take shape by incorporating a bold clean typeface that communicated strength, longevity, and trustworthiness. Paired with the typeface, is an easy to recognize mark inspired by a southern gable which is back lit by a rising or a setting sun.
Finally, the photography style and supporting graphics are serene and minimalistic, lending to the allure of quiet heritage country living. I was honored to work with William and his team, and I'm always happy to see my branding systems help good folks.
