Advantage recently celebrated 20 years in business and has been building beautiful homes in the corridor since 2000. Their previous brand identity did not reflect the stunning homes they’ve built. The rebrand introduced two new names: Advantage Signature for custom-built homes and Advantage Signature for move-in-ready homes.

The red, black, and white color palette was replaced by refined neutral tones using black, blue, gray, and beige. The Bemis typography elevated the outgoing identity, and the design carries architectural characteristics. It complements the ornate roof in Advantage’s conference room and matches the quality, personal touches, and unparalleled attention to detail one would expect with an Advantage home.

The new shield icon conveys strength, durability, and craftsmanship. The logo also supports additional sub-brands for veterans and rentals.

The new website design is much easier to navigate. It features clear calls to action and expansive exterior and interior photography that captures the essence of Advantage’s award-winning work, providing users with a much more visually engaging experience.

I art directed a Signature Home photoshoot, customer testimonial, and drone video in the exclusive Cottage Reserve neighborhood in Solon, Iowa.

Created as lead designer at Meld Marketing. Photography by DJ Freesmeier. Drone by Rob De Corah.