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    This project started when House Party was lucky enough to gain the insight and talent of Whitney Hess to redesign House Party's user experience. … Read More
    This project started when House Party was lucky enough to gain the insight and talent of Whitney Hess to redesign House Party's user experience. What began was more than a redesign, it was a complete brand realignment. I was fortunate enough to be acting as Executive Creative Director during this project and I was able to secure the super skilled Elliot Jay Stocks to work the visual design layer and complete the brand's realignment. Read Less
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House Party Rebranding and Site Redesign
February 2013
This project started when House Party was lucky enough to gain the insight and talent of Whitney Hess to redesign House Party's user experience. What began was more than a redesign, it was a complete brand realignment. I was fortunate enough to be acting as Executive Creative Director during this project and I was able to secure the super skilled Elliot Jay Stocks to work the visual design layer and complete the brand's realignment.
House Party triggers in-home authentic conversations between people about brands and their products, so Elliot explored and sketched ideas focused on how conversations are activated during a house party.
One of the first sketches Elliot rendered digitally had an interesting feel and play on the "HP".
We considered our audience and demographic, considered how they might be too thrown by a cpmpletely new logo and felt it best to not migrate too far from the feel of the current logo, so Elliot explored something more identifiable to the exsisting House Party brand.
It was important for House Party to clearly show that a typical house party generates fantastic brand engagement, conversation and excitment. The challenge here was to convey that complex interaction graphically.
..our internal debate and thinking started to get complex, so naturally the graphical options and possibilities grew...
..and then simplified.
The goal of any logo is to symbolically balance business needs with audience need and expectation. This aesemetrical logo (below), ironically enough, seemed to pull that off best!
Next Elliot offered some logotype options.
We were all in agreement that Bree Bold was the winner.
During the logo crafting and discussions, Elliot was using ideas our discussion generated to think about the three personas that Whitney created. Based on our discussions and these three personas, Elliot offered this moodboard.
Original moodboard offered.
Edited moodboard. Interally we discussed the original moodboard and wanted to add a more modern design aesthic to the mix, so the Vimeo sample was added.
Marcus, the secondary persona had a light blue tone around his area. Marcus valued technology and was appreciative of modern art and design.
Cynthia, the primary persona had a golden orange tint to her area and persona. She also valued home crafts and the beautiful semi kitch aesthics that her mother and grandmother valued.
Below are some color explorations. One color exploration for each persona based on the moodboard exploration.
The logo explorations, color explorations and moodboard research and creation led to a well balanced, direct logo and site design.