Christina Gilcrist Portfolio

CHRISTINA GILCRIST

Citrus Homes

Details

project scope:
logo, visual identity, branding, UI, art direction

project role:
lead designer

Tasked with building a new visual identity for Citrus Homes, from a logo system to brand guidelines to all the brand touchpoint in-between.

Getting to know the owner of Citrus Homes, it was clear from the beginning that this small team took great pride in their craftsmanship and family-run start. Their modesty in producing highly skilled work for their clients was something to be celebrated and showcased throughout every detail.

The result is a brand that feels quiet but confident. The choice of typography and minimal logo is a direct reflection of their "no fluff" nature – serious about their craft but honest and approachable.

How I brought a small business to life visually ––

Eric, CEO, came to me to build out a visual identity for Citrus Homes. From the start, it was clear that this small team took great pride in their craftsmanship and family-run start. Their modesty in producing highly skilled work for their clients was something to be celebrated and showcased through design choices and brand touch points.

The result is a brand that feels quiet but confident. The choice of typography and minimal logo is a direct reflection of their “no fluff” nature – serious about their craft but honest and approachable.

Process

Through initial conversations and moodboard selections, it was clear Citrus Homes was after a clean, modern mark inspired by their namesake and California culture that would be easy to apply on various applications. Our finished logo and identity system let us create those impactful pieces through color and bold typography and an iconic logomark for brand recognition.

Questions I had to ask myself:
1. How can we come across confident through type, color and imagery?
2. How can we blend the calming nature side of Southern California culture with
grit and modesty?