Of all the type options considered, a serif look rose to the top.


Several color palette options were considered before finding the one that felt "right."

We began the project by redesigning their logo and creating a new set of brand guidelines. This included new font treatments, color pallets and identity mark. We presented several final logos to the client, and a custom hand-drawn sketch of a home was chosen.


Logo options which leveraged hand tools to emphasize the custom nature of the homes were reviewed and ultimately rejected.


This hand drawn rendering of a home was the basis for the new direction for the logo.


Once we established the new logo and colors we began working on the new website design. We created a highly graphical and inviting template that would showcase F&F's craftsmanship and be easy for users to navigate. The site is also based around the Joomla! CMS frame work which gives F&F the ability to change all aspects of the site. They have the ability to update their listings, community information and photo galleries.

One additional requirement for the project was to implement a detailed responsive design. Much of F&F's web traffic comes from prospective clients and agents who often look up listing, community or contact information on their mobile devices. The design reformats based on the user's device which allows them to view the webpage in a consistent user experience.


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