2nd Address
Visual Idenitity
Web
Illustration
ROLE
Visual Designer
DATES
AUG 2020 → MAR 2023
Chung-Man Tam
(Founder & CEO)
Yena Park
(Lead Designer)
Pouya Zadrafiei
(Sr. Frontend Engineer)
COLLABORATORS
2nd Address was a platform that facilitated short-term furnished rentals with high-quality options for business travelers, remote workers, and individuals seeking temporary accommodations.
When I joined 2nd Address, I focused on updating our brand and giving it a fresh look. We aimed to distance ourselves from the old "Homesuite" image. I delved into aspects of design such as colors, fonts, and overall aesthetics to infuse 2nd Address with a new vibe.
Brand Refresh
I had limited time to develop the brand, and while the company wanted to retain the logo, it required a refined appearance. Initially, I concentrated on exploring new concepts, styles, and colors.
Considering the company's emphasis on 'premium,' I created straightforward mood boards to convey various effective keywords with ideas.
Conceptual Moodboards
After checking out the mood boards with the team, we all leaned toward the one in the middle.
Refine The Logo
I noticed the logo lacked balance and captivating elements, prompting me to update it as part of our rebranding. My focus was on details to improve balance, introduce a more serious tone, and sharpen symbols for a cleaner, inviting aesthetic.
Brand Guidebook
My team and I collaborated on creating a brand guidebook, which serves as a valuable resource for all marketing partners of 2nd Address.
Illustration
I aimed to craft images seamlessly aligned with 2nd Address that truly captivate. To kick off, I delved into thorough online research, exploring many ideas.
Reference Images and Sketches.
Iterations & Decisions
From the rough sketched pieces, I selected the most promising ones and added colors to bring them to life.
Option 1
Option 2
⭐️ Option 3 (Chosen)
Outlines before coloring.
After coloring.
Outcomes
I proceeded to create additional illustrations in the same style.
An illustration set.
Web Design
Our goal was to give the old brand a fresh and modern makeover. To achieve this, we replaced stock images in the hero sections with custom illustrations I created and updated the color palette and UI styles.
This change was motivated by the time-consuming process of finding suitable images. Illustrations provide greater flexibility and creativity, allowing us to capture 2nd Address's unique identity.
Old Version of the Home Page
New Web Pages, UI, & Email
Mascot: Winston
After making illustrations for our content, I thought about how to make our company more memorable in the long run. My team and I figured creating a mascot could help, but it was tougher to start than we expected. I suggested using a dog as our mascot because they're friendly and relatable. This led us to research the best style and image for our mascot.
Sketched various styles of dogs.
Conceptual Characteristic Ideas
Friendly, but not too cute
Confident but not cocky
Premium, but not too luxurious
Approachable
Trustworthy
Unique
During the process of making the mascot, we discussed an outfit and body shape and poses, etc. We thought the suspenders and rolled-up sleeves represented his readiness to help people while the bowtie was a nod to a butler and suggested great service.
The process of developing and improving a character’s pose and style.
Voting for the final version
After finalizing the mascot's style, pose, and body shape, we moved on to selecting the perfect colors. I created several versions with different color schemes, and my team voted on their favorite. It was interesting to see their reactions to each variation. In the end, the winning version was #3, affectionately named "Winston."
It was a fun interaction to vote for the final style.
Different styles for various purposes.
An illustration set of Winston.
Tangible Assets
My team member 'Jose Arocha-Saher' dressed up like Winston on Halloween.
2nd Address hoodie design.
2nd Address Slogan: Stay Better, Work Better.
Unfortunately, 2nd Address became a casualty of the COVID pandemic in March 2020 and closed its doors. Working with them was a true privilege.
Love to all!