neueHOMES sets the level for timeless renovations and developments in Australia with homes that are bespoke, considered, and seamlessly combine old and new. For this project we were approached to build a brand from the ground up, from naming and identity, to personality and tone of voice.
After completing the naming process we took inspiration from the German word neue (meaning: new, fresh) to inform the brand’s visual direction. This resulted in a modern, recognisable logo, logotype and icon suite that takes cues from European design, architecture, art and culture. These elements are complemented by a subdued, but vibrant colour palette of dark green, cream, grey, black and white that intends to evoke a homely, natural and organic feeling.
To accompany the visual branding, we constructed a language and tone of voice guide to ensure a consistent tone and feel across all brand touchpoints and communication.
The neueHOMES branding was purpose built to be applied dynamically across many different formats including industry-specific materials like stainless steel.
A primary application of the neueHOMES branding is mesh fencing for building sites. The intention behind this application is to clearly communicate the brand values and bring awareness through simple, snappy messaging and strong use of colour.
neueHOMES projects always have a distinct look which we aimed to capture in the photography, making sure to capture the monochrome and earthy colours that are consistent throughout each home.
The user interface of the website allows for the photography to shine with the simple, clean feel of the branding while also taking the opportunity to feature the neueHOMES grey colour more prominently with accents of the dark green and cream.
We created a social media strategy for neueHOMES that utilises platforms like Tik Tok and Instagram with the primary goal to build brand awareness through stylised photography and snappy short form videos.