Property Branding for a luxury new development property with industrial roots.
Logo & Branding | Compass
Craft Homes is the name of a luxury new development property in the heart of Fishtown, Philadelphia. A former building of the National Metal Crafters, the name pays homage to its industrial roots. The design of the homes consists of black metals, stone, and natural materials—holding onto character from the past, while forging a path to the sophistication of the future.
Moodboard
Natural Materials, Textures & Colors
Minimal Typography
Letterpress technique ties to metal crafting
Inspired by clean simplicity as well as the natural materials used in the home finishes. A beautiful terrazzo countertop is the focal point of the kitchen, as well as this design direction. The diagonal lines in the logo contrast the softness of nature and represent the geometric lines used throughout the the home.
Direction 2
Fresh & energetic. Inspired by images of fire sparks from metal working which led to an icon for this logo direction. It’s a nod to the metal crafting history while still applying to a luxury home setting. A warm color palette represents the warmth of fire and adds a welcoming feel to a luxury presence.
