DÔRBEL

In 2022, Paradigm Homes and Builder FirstSource approached us with the goal of creating a consumer-centric home building platform focused on alleviating the pain points of building and buying new construction homes. The aim was to elevate the home-building experience, guide users through complex decisions, and provide content and services to help them find their perfect home.

Not only did we create a new brand from the ground up, but we also designed and built the full website. We began with competitor audits, brand workshops, consumer surveys, and stakeholder interviews. Based on these findings, we developed frameworks focused on consumer personas, brand nomenclature, and various design directions. From there, we narrowed down the brand name, look and feel, and got to work.

I had two main roles on this project.

The first was leveraging the mood boards and concept work created during the initial stages of the project to design and build a fully functional design system, which we would then use to create the website. We presented new pages every sprint and collaborated with the development team to bring them to life.

The second role was to ideate and create a logo for this new brand. I developed different concepts for the logo—both visual designs and written narratives for each. After presenting these to the stakeholders and making a few rounds of small edits, we finalized the new brand logo.

From a design perspective, it was crucial that every decision we made struck the perfect balance between being welcoming and knowledgeable. Building homes is a complex process, so it was important to showcase that Dorbel is an expert in its field while maintaining a friendly and accessible design. We aimed to ensure the colors and photography reflected both the intricacies of the home building process and the joy of individuals in their new spaces.

Creative Director: Steph Curran
ACD: Laura Skaggs
UX Lead: Hanna Vadeboncoeur
Art Director: Sarah Privitera
UX Designer: Pasha Kopasov