Industry
(Year)
2022 - Present
contract
Design Team
Information
IMSU Homes is a Sydney-based project home builder with ambitions to disrupt a market long dominated by traditional brands and conservative design.
While the category often relies on predictable branding and safe marketing, IMSU wanted to speak to a younger audience.
The goal was to create a brand that felt energetic, modern, and culturally relevant.
Colour strategy snapshot
With years of content already produced, our focus was on shaping what existed. We audited their media library, introduced a consistent colour grade across photography and video, and developed a bold colour system designed to stand apart from competitors.
Colour became the foundation of the brand’s personality, bringing movement, energy, and a sense of fun to a category known for playing it safe.
Project Information
From this foundation, we built a flexible identity system designed to scale across every touchpoint. An easy-to-use brand for non-designers.
A triangular grid became the structural backbone of the brand. This geometric framework informed both the hero IMSU logo and a series of mini-identities for their individual services and offerings. The grid introduced angular forms and directional movement, creating a visual language that feels dynamic, architectural, and distinctly modern.
The final logo emerged as an abstract interpretation of a home, built from the same geometry that underpins the wider brand system.
This structure now flows across all branded touchpoints, from digital marketing and social media to advertising, signage, and sales materials. The result is a brand that feels cohesive, energetic, and unmistakably different within the Australian project home landscape.
IMSU is no longer just another builder in the market. It is a brand designed to move the category forward.
Project Credits
Creative Direction, Brand Design, Strategy
CBM
Motion
Muaad Chanhih
Media
The LowDown, IMSU
Output
Brand Strategy
Marketing Strategy
Branding
Signage
Uniforms & Vehicles
Website & UI Design
Sales Documents
Presentations
Social Media Templates
Campaign Design
