Fazzolari’s identity design distinguishes the company by articulating and visualizing the difference between a house (typical, generic and unremarkable) and a home — a place of warmth, family and fond memories. That perceived difference rose to the surface during our research and competitive analysis, thus, rather than creating another slick, highly-stylized mark, we opted to build a family of icons inspired by children’s artwork; the type we did ourselves — as have our own children — that frequently adorns our refrigerators.

The playful, homespun nature of this direction underscores the Fazzolari brand personality. Fazzolari may build homes, but they are a people company first and foremost. It was important to have that show in the identity and broader brand expression.