Hemlock Homes

Completed March 2, 2018

Creative Brief

The Creative Brief

Formerly known as Builder Ready, Hemlock Homes is a local new home construction company that was launched a couple of years ago by two brothers who already owned several companies in the same field. With their resources in electrical, paint, and general contracting, it was an easy step to launch into construction.

A couple of years in, however, they acknowledge that their existing branding didn't speak to the modern, high-quality construction methods they actually practiced. They decided to rebrand in order to appeal to the younger demographic who made up the bulk of their customers.

Old sign design for Hemlock Homes, previously Builder Ready


Initial Concepts

For this project, I knew I needed to embed a tree into the logo design. Not everyone is familiar with a Hemlock tree, which are native to the Chattanooga area. It was important to make the tree evident and to emphasize that the company builds homes. That had been a problem with the pre-existing name - Builder Ready. One concept was a fairly abstract Hemlock with simple shapes that created a wonderful upward motion. Another was a less abstract tree with pleasing, repetitive geometry.

Hemlock Tree Abstract Logo Design ConceptHemlock Tree Logo Design Concept


The Solution

The finalized logo design is an ultra simple "H" monogram with an embedded tree. I used the negative space between the arms of the H to suggest a second wave of branches.

Iconic, geometric and smart, this concept was a superb match to the stated goals for Hemlock Homes.

Hemlock Homes Monogram Logo Design
Hemlocl Homes Primary Logo Design
Hemlocl Homes Secondary Logo Design
Hemlock Homes Logo Icon Design



In addition to the logo design, I also used my copywriting skills to draft a slogan for Hemlock Homes. Most builders in the area use their last name or a defining value proposition for their company's name. Hemlock Homes is neither. That makes them stand out. But, it also made it important to make sure there was enough clarity about who they are and what they do. A slogan is a handy way of briefly introducing your business to new customers.

Hemlock Homes Logo Badge Design
Hemlock Homes Logo Seal Design


Print Collateral

Signage and print collateral design are incredibly important in the home construction industry. Unlike many other business where a customer's first introduction to you will be online - home buyers will often find a home when they are driving through a neighborhood and, full of curiosity, follow a directional to a home site. The signage for Hemlock Homes needed to be attractive and noticeable.

Hemlock Homes Directional Sign Design.