Cover,

Disrupting home building the same way Tesla burst onto the automotive scene, Cover offers a beautifully simple way to approach construction, with timeless builds that come to life in weeks, not years. All of our work, from strategy and copywriting, to branding and digital design, laddered up to the brand's undeniable conviction: there is no more meaningful place in the world than Home.

Our strategy’s resounding insight was that everything about the brand “sounded too good to be true.” A beautiful and timeless home in weeks, not years? Working with a single partner rather than the average 26 contractors it takes to build a home? When you line-item what Cover does against traditional home building, it’s easy to believe that there’s some sort of catch. Heading into design, we knew that our primary effort was to demystify the brand, not dress it up with lofty and unsubstantiated claims, but give it room to educate and validate the product offering.

In many ways, the Cover brand is a chameleon. It’s product-inspired to enhance practicality and usability, while remaining distinct from the trends that have riddled tech companies. It’s editorial-leaning, with a distinct mix of Sans and Serif typefaces in headlines, paired with contemporary and elevated photography. And it hints at DTC, with moments of hand-written details and subtly playful colors. While at the surface it might sound overly ambitious to try and combine so many disparate ideas into a single identity, the result is a brand that naturally blends in, and allows the product and process to really stand out. It’s only when you look closely at the details that the playful identity of the brand comes into focus.

When we turned our attention to web, our main priority was getting people onboarded as quickly as possible. We introduced a TLDR moment on the landing of the experience to give users an abbreviated explanation of what makes the brand special. For users who want to freely explore, interaction-based storytelling engages while educating on both the offering and process behind Cover. Across all of our updates, we pushed to introduce a higher fidelity in the brand’s visual language, with imagery and video that truly reflect the quality of the product itself. Beautiful imagery meets intuitive web flows for an experience that mirrors how the brand operates in real life.

Going above the ease and simplicity Cover offers, we’ve given them the brand infrastructure to set a new standard in home building. As they continue to grow outside of their Southern California influence, we’re excited to see how the brand shows up and takes shape in new environments.