Eleventh House Designs

Project Recap

For this self-founded company, the brief was to create an elevated and unique interior design brand. The final deliverables included creative strategy, art direction, brand colors + typography, brand voice, copywriting, website development, and content creation. The largest challenge was defining the brand aesthetic that complemented my personality while still maintaining enough anonymity so that the business had integrity outside of my persona. In the end, I blended personal elements that are true to my personal value system with the larger business goals.

Art Direction

Since the company’s interior design aesthetic is synonymous with California modern, the inspiration for a brand motif largely revolved around emitting that organic feeling at an elevated level. A water element quickly became the central focus for the brand’s visual identity. I used a Canon AE1 film camera and snapped a photo of water from a swimming pool. The result was a perfect pattern that creates a sense of movement on the page. The motif is used across all elements of the brand - from design decks to business cards.

Brand Guidelines

The selected brand colors were extrapolated from the light blue tones of the water motif. I utilized existing fonts, Forum, Anastasia Script, and TT Drugs for the font pack to keep costs low. These fonts emphasized classic elegance with a bit of a twist.

Project Recap

Art Direction

Brand Guidelines

L’Officiel

Mijenta Tequila

Cailey Gulinson