HouseWorks
Offering the highest standard of home care across the northeast.
Objective
To transform the HouseWorks brand identity by creating a dynamic new logo and a cohesive family of brand marks under a unified corporate identity. This revitalized visual system will be documented in a comprehensive brand standards guide, ensuring consistent and impactful storytelling across all media to enhance brand awareness and elevate perception.
Instruments of Creativity
Logo designs
Brand guidelines
001
Design That Feels Like Home, Crafted With Care
BEFORE
From Fixer-Upper to Showcase
HouseWorks' old mark undermines the company's integrity. The design lacks balance, with the tall "H," "W," and an unusually styled "k" creating awkward vertical emphasis, while the absence of a clear icon leaves it forgettable. Its whimsical, playful style contradicts HouseWorks' reputation for professionalism and reliability.
BUILDING A NEW FOUNDATION
The creative team engaged with the client through in-depth interviews, gaining valuable insights into their preferred visual style, brand values, and audience expectations.
EXPLORATION
Next, we moved to the creative exploration phase, developing a series of simple black-and-white logo sketches. These ideas served as a visual sandbox, allowing us to explore a range of concepts, identify promising directions, and ignite our creative thinking.
REFINEMENT
Moving forward, we transformed the initial concepts into more polished designs, emphasizing meaningful visual symbolism and modern elegance. Each element was carefully crafted to ensure that shapes, lines, and icons were not only visually appealing but also carried significance, aligned with purpose, and told a compelling brand story at a glance.
COLORS OF COMFORT
We carefully curated hues that convey a calm, soothing peace, drawing inspiration directly from nature's tranquility. Each color was chosen not just for its visual appeal but for its ability to evoke comfort, familiarity, and harmony.
BRAND GUIDELINES
Comprehensive brand guidelines were created to ensure consistent usage across all channels, detailing color, typography, logo usage, and other essential visual elements.
A NEW HOUSE: THE BRAND IN ACTION
With our guidance, HouseWorks seamlessly launched its refreshed identity across various media. The new logo and color palette brought a unified look to their website, social media, print materials, and signage. Whether on digital platforms, physical brochures, or branded merchandise, the new identity maintained its integrity, ensuring every touchpoint reflected the brand’s revitalized image.
002
A Whole New Family
Lastly, we expanded the brand system by designing four additional logos for newly merged/acquired, like-minded home healthcare companies. Each logo was crafted to align seamlessly under the HouseWorks umbrella, maintaining a cohesive visual identity that preserved brand recognition and avoided confusion for existing customers already familiar with the company’s look.
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“We partnered with KingFish to support our digital marketing and rebranding efforts, and the experience exceeded our expectations. The team was collaborative, responsive, and genuinely fun to work with. We enjoyed the partnership so much that we engaged them for additional rebranding projects across our portfolio. As a locally based partner, they understood our business and brought our vision to life with a high-quality final product.”
Justin Carr
Chief of Staff, HouseWorks
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