arctype homes: the true 'archetype'
A seasoned real estate developer, eager to break the mold of cookie-cutter homes, approached me to craft a brand for his new custom home development company, emphasizing functional design and true craftsmanship.
the ask: develop a brand identity on the concept of "archetype", the original model or ideal, merging modern design with artisanal details, highlighting his commitment to homes that lead the way in design and livability.
the challenge: "custom" homes have lost the meaning of "custom", so this developer wanted to stand out with elevated branding that brings quality and craftsmanship back into the development world.
the solution: taking inspiration from modern homes, it became apparent the branding would feature "A"-frame-esque shapes. however, it was important to keep a 'craftsman' touch. to do so, we focused in on classic typography, clean angles, and smooth curves. in this way, arctype became the "archetype" for what custom stands for in the pacific northwest.
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