Total Home Decorlogo

Originally ProductWorks was primarily a B2B business. They had sold some products directly to consumers, but in 2019 they decided to expand the variety of products offered to a large degree. There was much discussion on whether or not to do so underneath the existing Total HomeFX line and website, or to create an entirely new identity and website under which all categories of ProductWorks products would exist. In the end they decided that the Total HomeFX was too specific to apply to all categories, so a more general, all encompassing identity was decided on. All categories of products would be sold underneath the umbrella of Total Home Decor. This naturally resulted in the development of a new logo and website.

An outside contractor was brought in to design the website, but the responsibility of the new logo fell to me. There were only three requirements, it had to be lowercase, it had to incorporate the color green and it must include an image of a house. Aside from that everybody agreed that it needed to be modern, but still friendly. I was worried about creating a too literal take on a house, and in my research I found an unending amount of home decor brands that either have a chimney, roof or some other overt nod to houses. My take was a minimalist interpretation of that concept. After a bit of tweaking and experimenting with typography I ended up with a logo that's minimalism meets mid-century modern. It's friendly and informal, but still tidy. For the sake of flexibility, I made a few color variations as well as icon/avatar version.