Picket Homes

Visual Identity and Brand Support

The real estate industry has worked much the same way for decades. And no matter if you’re an aspiring homeowner, an investor or a renter, the status quo feels flawed. Picket is here to change that by bringing together advanced technology with pro-grade tools to help anyone invest with ease, manage efficiently and live happily—all in one place.

As Picket’s first, and only, visual designer I took on the task of bringing Picket to life visually. The result was an identity that was sophisticated and innovative, yet also personal and approachable—a perfect way to establish the company as a leader in the real estate tech space, while still staying true to their pirate sensibilities.

Role: Concept, Design and Illustration

Impact: Improved lead generation by 20% through direct mail, paid social and email campaigns; Enhanced website design drove a 150% increase in session duration

Logo

Picket is real estate made really simple, and their existing logotype reflected that. It’s straightforward, friendly and bold, symbolizing a fresh take on a world of investing that’s accessible to all.

In order to add some instant visual impact and recognition, I created a custom logomark to compliment the logotype. This lent the brand more flexibility depending on context. Constructed on an isometric grid, the mark is simple but mighty and quite versatile. Is it a letter P? Definitely. A hexagon? Partly. A ‘for sale’ sign? A fence post? A dwelling of the future? Yes! It’s all of that and more. Picket enhances every aspect of the real estate journey and I designed their logomark to be a reflection of that.

Visual Identity

A review of the competitive landscape revealed a sea of cool color palettes, lackluster graphics and a distinctly corporate character. There was ample opportunity for distinction.

In contrast to their competitors, Picket exists to make smart real estate investing accessible and easy for all. The system I created kept this in mind, mixing a tech-minded sensibility with a bit of personality, a visual brand language that feels trusted yet progressive, simple yet powerful. Orderly typography creates credibility, custom icons and illustrations highlight the ease of the platform and a bespoke graphic pattern adds precision and depth. The exuberant, yet sophisticated, color palette—fronted by Picket’s signature purple—radiates innovation and creativity.

Illustrations

I added custom illustrations to Picket’s visual identity to help distinctly capture the brand across a range of communications as well as within the company’s product. These illustrations became a great way to communicate complex financial or technical concepts simply and visually, while still maintaining a bit of Picket’s rogue quirkiness. Based off of an isometric grid, the drawings are precise without being stuffy, and simple yet dimensional, creating a sense of ease and order—a style well-aligned with Picket’s unconventional take on real estate investing.

Collateral

I brought Picket’s new visual identity to life in everything from presentation templates to business cards to product sell sheets. Creating additional brand elements not only helped to quickly establish consistency, but also served to visually sell Picket through assets that were approachable, elemental, and clean—showcasing the platform and company in a way that feels both universally inspirational but also highly obtainable.

Website

Product Feature Animations

For the Picket website, I created stylized versions of the Picket platform UI to provide visitors with a quick understanding of the product. These simple animations highlighted the investing power of the product while helping to bridge Picket’s platform with the brand’s new visual identity.