BRAND IDENTITY DESIGN CONCEPT
Grandfather is devoted to reframing preconceptions about residential architecture. Grandfather is a Charlotte-based 15-year-old custom homebuilding and development firm. They design and build homes that address the evolution of human activity by transcending traditional views of form, space and flow. These properties are designed for those desiring to live beyond the conventional. This rebrand needs to portray the creative momentum that unleashes imagination to expand a property’s possibilities.
They looking to move from the marketplace flooded with homebuilders focusing on the $1-4 million range, Grandfather is poised to bring new eyes and ideas toward a more progressive perspective on the form, purpose and interpretation of residential architecture in the $5-9 million range. In order to achieve this, the owner, Matt, gave us the charge to go beyond the conventional branding system.
CD: Jim Mountjoy
The essence of a Grandfather property is ephemeral and almost intangible. None of the Grandfather properties are ever the same because they are built contextually to the environment. One of Matt’s goals is to achieve a minimum of 3 sources of light in each room that will be ever changing as the sun passes over. These elements inspired us to create a conceptual branding system that is purely made of ever changing light.
When touring these estates, theres nothing that isn’t highly customized. This is a proposed replacement to the conventional signage displayed on the homes that Grandfather has created.
To properly showcase each estate, a hardcover portfolio is created. This has a dual purpose of highlighting particular attributes of the estate but is also a way for generations to get an understanding of the thoughts that went into the family home.
I do not own the rights to this photography, this is for conceptualization purposes only.