As Advantage Homes celebrated 20 years of building remarkable homes throughout the Corridor, it became clear their visual identity needed to reflect the caliber of their craftsmanship. The existing brand anchored in dated red, black, and white, no longer aligned with the elegance and modern homes they are known for.

The rebrand introduced two distinct tiers: Advantage Signature for custom builds, and Advantage Simplicity for move-in-ready homes. This strategic naming system allowed for greater flexibility across offerings while reinforcing a premium brand narrative.

I replaced the old palette with a sophisticated suite of neutral tones: black, slate blue, warm gray, and soft beige, better reflecting the refined materials and curated details found in Advantage homes. The introduction of Bemis, a typeface with architectural poise, added structure and elegance. The updated visual design system subtly echoes the design aesthetic seen in their own conference room’s ornate roof detailing that ties brand and built environment together.

A newly designed shield icon represents strength, craftsmanship, and legacy, supporting extensions of the brand including their veteran-focused and rental divisions.

The redesigned website is clean, intuitive, and built around immersive storytelling. Expansive photography highlights the architectural lines, natural light, and thoughtful interiors of Advantage’s award-winning homes, making the browsing experience both aspirational and accessible.

I led the art direction for a Signature Home photoshoot, customer testimonial, and drone video at the exclusive Cottage Reserve neighborhood in Solon, Iowa that captures the lived experience of Advantage’s design legacy in one of their most stunning builds to date.

Created as lead designer at Meld Marketing. Photography by DJ Freesmeier. Drone by Rob De Corah.