HOUSE-HOLD IQ
HouseholdIQ is a powerful audience intelligence platform from San Francisco (US) that provides deep insights into household demographics and consumer behaviors. By analyzing a wide range of data points, it enables precise targeting across Connected TV, digital, and mobile channels. Whether it’s understanding who lives in a household, their lifestyle habits, or purchasing patterns, HouseholdIQ helps brands reach the right audience with the right message — maximizing relevance and impact in every campaign.
The task for this project is to redesign the logo, refresh the brand colors while staying close to the original palette, and select a clean and readable font with a minimalistic feel.
Adobe Illustrator
Adobe Photoshop
Figma
Visual Identity
Graphic Design
Logo Design
Color Theory
Typography
Branding
Redesign
LOGO
Before the redesign
This is the logo the brand was using before I refreshed its visual identity.
After the redesign
I created both vertical and horizontal versions of the logo to ensure flexible use across different formats and media. All flasks are now the same size but contain varying levels of liquid to add visual interest. The cap above the flask resembles a roof, symbolizing the idea of households. The flasks and the roof share the same stroke thickness, and the entire logo is drawn in a clean, minimalist style with well-balanced proportions to enhance readability and harmony.
COLORS
Before the redesign
The original color palette consisted of vibrant and contrasting shades like deep blue, lavender, coral, and muted earthy tones. While expressive, these colors lacked harmony and consistency, especially when applied across various digital and print formats. The palette needed refinement to feel more modern, clean, and cohesive.
AFTER the redesign
The updated color palette introduces a refined selection of hues, combining deep blue for a professional foundation, soft lavender and light turquoise for a touch of elegance and freshness, and a subtle off-white for balance. A pop of vibrant coral adds a dynamic accent without overwhelming the overall design. This harmonious blend creates a modern, clean, and cohesive aesthetic, enhancing the visual experience across both digital and print formats. The palette now feels more unified, with each color complementing the others seamlessly.
FONTS
I chose Helvetica for this project because it’s a timeless, highly versatile font that balances modernity and readability. Its clean, neutral design makes it suitable for a wide range of applications, from digital to print. Helvetica’s uniform stroke width and geometric simplicity create a sense of clarity and order, making it perfect for conveying professionalism and consistency. It’s widely recognized and respected in design, ensuring a high level of accessibility and a sleek, polished appearance.
Design in Context
This section highlights how the brand identity translates into various real-world formats. Whether it’s business cards, posters, or clothing, each mockup illustrates how design elements come together in different settings. It provides an insight into the practical use of the visual system, ensuring uniformity, brand recognition, and an emotional connection with the audience.
Viewing the brand in context allows for a deeper understanding of how it engages beyond digital platforms.
