Bringing a brand to life.
HomeToGo got a major brand refresh back in 2021, but it never really moved past the basics - the foundations were there, but the personality and strategy weren’t.
I took the opportunity to expand and evolve the brand - making it bolder, more cohesive, and easier to apply across real-world use cases. The refresh rolled out across paid marketing, event materials, product, emails, and more - bringing consistency and energy to every touchpoint.
I see AI as a practical partner - a way to streamline workflows and make things possible when time or budget or time are limited.
While I don’t believe in exploiting or outsourcing creativity to AI, I do believe in using it smartly. A designer’s eye, taste, and intent still lead the way. For example, I developed a visual style for a new 3D icon library, and instead of sourcing an expensive custom set, I used AI tools to create and scale the look efficiently. Similarly, I’ve explored image-to-video tools to animate property images - giving them life without the need for a full video production team.
Conscious AI
