Citrus Homes came to me for a new brand identity. Their company did not have a logo or cohesive design system in place, hindering their high quality work.  I designed a new visual identity system that would give Cirtus Homes a strong and cohesive look, from their logo to various brand touchpoint. craftsmanship.

In our collaboration, we identified a few key points they wanted their branding to reflect – no nonsense craftsmanship, an ode to Southern California lifestyle and their name, and their down-to-earth approach to business. This foundation allowed me to shape the art direction and brand styles into something strong, memorable and exactly them.

Their new brand identity was able to reflect these qualities in multiple ways. A minimal logo system reflects their down-to-earth, no nonsense mindset, while the typography system uses Gotham, always in sentence case, which makes the brand feel strong and approachable. To round it out, the chosen color palette reflects both the blue collar work ethic and nods to California; the calm of the ocean, and the energy and brightness of citrus orange. 

I was responsible for the project from start to finish, guiding Eric and his team through art direction, logo systems and brand touch points (signage, apparel, website direction, etc). The result is a high-end identity that matches their high-end work and craftsmanship, showing their customer base, and potential customers, they are an expert and leader in their field.