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Belazzo Homes quirky headline

Belazzo Homes have built their reputation on delivering premium contemporary homes individually designed by an in-house architectural studio. Their designs combine sustainability, luxury and style into a perfectly proportioned home. Belazzo Homes is 100% family owned and operated, a 73 year family building history gives home owners stability, strength and confidence. Our branding had to install a sense of stability and trust whilst simultaneously elicit feelings of progressiveness and simplicity. To encapsulate their simplicity we chose branding that was, transparent and told customers exactly what they did.

SCOPE OF PROJECT

Brand Strategy

Digital and Printed Marketing Assets

CHALLENGE

Clarify the brand’s positioning and the customers they serve.

OUTCOME

Blind helped Anime Expo focus their brand and marketing strategy. This led to growth in ticket and merchandise sales, and brought in a new market of virtual attendees.

Developing the Strategy

Belazzo Homes is a Brisbane based custom home builders focused on luxury, master planning and the efficient and technical delivery of residential homes throughout Queensland. In 2019 we were engaged to position and brand the company.

Working closely with the partners we developed identity that speaks to the businesses core idea of custom luxury. Based on this idea we then created a logo mark, complemented by dynamic typography and a modern colour palette. The outcome is an identity executed across print collateral, documentation and signage.

Logo

Their logo needs to reflect the premium feel of the brand, so we used traditional architectural fonts that would work in a variety of colours for the future brand development of Belazzo. We developed an icon using the letter BH and thanks to its reduction to a purely graphical essence, the new symbol is perfectly adaptable to all kinds of formats and applications, as it is recognisable even in its most reduced form.

Typography

A contemporary and neutral type family was chosen as the corporate typeface, qualities which make it ideal for use across the numerous and diverse applications such as editorial work, signage, digital and other uses.
It is used in its two variations: slab (with a strong character for a unique and recognisable identity) and sans-serif (for optimal legibility and use in digital environments), all in order to organise the typographical hierarchy according to the uses required.
We choose Futura a versatile, high-quality font to create a design with modern, due to its clean elegance with it simple geometric forms.

Colours

From the beginning, intuition dictated that orange should be maintained as the Belazzo’s principal colour to conserve the brand’s legacy, and also because it is highly differential within the sector. Orange holds positive connotations as a symbol of positivity, happiness, light and prosperity, amongst others. A brighter and fresher tone of orange was chosen in order to rejuvenate the brand, and it was combined with an elegant and modern grey to substitute black, which contrasted too strongly with orange.

Combined with the bold approach to type, we chose a simplistic yet striking colour palette. A primary orange to command attention and muted greys and blacks to create a foundation. The brand presence was unmistakable, memorable and stood for what they valued.

Expressions of the brand

Sample applications of band identity elements and the guidelines defined in this manual are shown above. As important as it may be to continuously find fresh ways to implement and expand the brand, it is just as important to retain as important to retain an element of continuity across everything produced. Consistency is ensured when we work within the specifications of type and colour, and when marks and symbols are used where, when and how they are intended. It is important to consider the medium in which the items being produced and to be sensitive to materials and production processes. Variety an surprise can be achieved through the use of scale, style of photography as well as meaningful and cleverly written copy.  Paying equal attention to all of these should result in a consistent, but unique application of brand identity.

Application 

Sample applications of band identity elements and the guidelines defined in this manual are shown above. As important as it may be to continuously find fresh ways to implement and expand the brand, it is just as important to retain as important to retain an element of continuity across everything produced. Consistency is ensured when we work within the specifications of type and colour, and when marks and symbols are used where, when and how they are intended. It is important to consider the medium in which the items being produced and to be sensitive to materials and production processes. Variety an surprise can be achieved through the use of scale, style of photography as well as meaningful and cleverly written copy.  Paying equal attention to all of these should result in a consistent, but unique application of brand identity.

We’ve worked with Lisa for a long time now and she is head and shoulders the best branding expert I’ve ever had the pleasure to work with.

As you can imagine being a marketing agency, we’ve worked with a lot of graphic designers and “branding experts”, only to be let down and left flat by the results. Unfortunately its easy to brand yourself as an expert in this space but it’s a lot harder to deliver.

To this day I’ve not met anyone who has the ability to look at a business, understand that business, pull it apart from a design and a branding perspective and come up with a concept for a brand that just works for that marketplace.

I have no hesitation whatsoever in recommending Lisa. Lisa is the absolute go to.

Marcus Jovanovich

Owner, My Marketing Coach