Identity / Product Development
Strategy / Naming / Digital
Developing Finch meant understanding and exploring a hole in the market. In recent years, there has been much demonstrated interest in homes and architectural history. Platforms such as Airbnb have created a trend for unique vacation stays. The glorification of glamping, the tiny home trend, and ‘new’ approaches to how we talk about homes in popular culture - from Hygge, to Marie Kondo to HGTV programming - have all created a bigger dialogue about the walls between which we dwell. Due to the COVID-19 pandemic, our lives surround the home more than ever before. Nationwide campaigns such as #istayhomefor or #workfromhome placed emphasis on our residences. Suddenly, people were looking to accomplish the home improvement projects they had been meaning to get to.
Once a profile is made for a home, the house is assigned an icon that indicates the time period in which it was built. These icons were inspired by mid-century modern breezeblocks and each feature an element symbolic of the respective period of architecture being represented. These icons are also used to denote featured homes within the website and as pins on the Memory Map.
THE NEIGHBOR PATTERN -- The square is a motif found throughout Finch’s identity and brand. This simple shape represents architecture and the home on a number of levels -- from the pattern of the drafting paper used by architects to the ‘basic shape’ of architecture and the home, to the material blocks used to construct these structures, to the grid systems on which many of our neighborhoods are arranged.
THE KEY CHAIN PATTERN -- This pattern isolates the key emblem of Finch’s brand identity and is used to denote callouts, delineate between information, and indicate connections, just as a key is a connection to one's home that we always carry with us.