Flora Builder’s Book

Homebuilder Empire Communities’ new Austin, Texas area development, Flora, required a branded Builder’s Book in order to entice home builders to build homes in the community. I worked on the birth of the Flora brand, which includes a bold colour palette, interactive typography, natural textures, and fun vector elements. The book must therefore adhere to brand guidelines while also presenting a clean and inviting message to the target audience of the piece.

A fun, and eye-catching final product was creating through marrying the vibrant brand aesthetic with strategic design. With a colourful and purposefully miss-matched style, it can be easy to misuse brand elements and create a chaotic and awkward design. However, careful consideration to balance the use of brand elements with clean design, such as straight-edged fully justified text and careful alignment, bring consistency and clarity to the composition to ensure that key messaging is clear while still allowing the best and most fun elements of the brand to shine through.

On another note… I’d love to hear from you!