House of Goods needs one clear system that governs how its own studio identity behaves across a portfolio of independently styled digital brands. This is not a redesign, it is the rulebook that lets an internal team and a rotating freelancer pool work fast without guessing. The guidelines exist to unify practice, not to reinvent the mark.
Overview & Goals
- Codify a single type and color system that works across every House of Goods touchpoint
- Write the definitive rule for when a portfolio brand may display the House of Goods mark
- Define what an official studio document looks like, stationery included
- Build a Figma library thorough enough that a freelancer can start work without reading a word of documentation
Budget & Timeline
Work opens with a draft system at six weeks, giving the studio time to test the type and color rules against real portfolio brands before anything is locked. The remaining six weeks are for sign off and publishing, ending with an agreed, live guide across PDF, Figma library and web page inside three months.
Brand Story & Voice
House of Goods speaks as the studio behind the studios: steady, certain, never competing with the brands it builds for attention.
Target Audience
The guidelines speak to the people who already work for House of Goods, not to the public. That means the tone can assume context and move straight to instruction.
Brand programme
- Situation
- Extending an existing brand
- Logo
- Keep the logo as it is
- Deliverables
- Brand guidelines, Type system, Color system, Stationery
- Naming
- Name exists
- Voice
- Trustworthy, Confident
- Guide format
- PDF, Figma library, Web page
Logo & Style
Logo
No new logo, the existing mark stays
Colour
Measured on the material you sent
References & Moodboard
1 source captured. Click any of them to see it full size.
In the client's own words
House of Goods is a Swiss venture studio. We build and run several brands at once, and every one of them is designed by somebody different, at a different time, with a different idea of what our own house style is. The logo and the colours are settled and we are not touching them. What is missing is everything around them: how the type system works, when a portfolio brand may show our mark and when it may not, and what a document from us looks like. The audience is our own people and the freelancers we hire.
Scope & Deliverables
- Brand guidelines
- Type system
- Color system
- Stationery
Do's & Don'ts
Do
- Write a clear, standalone rule for when a portfolio brand may carry the House of Goods mark
- Build the Figma library so a freelancer can start work without reading any surrounding documentation
- Keep the current logo and palette exactly as they are
- Make the web page the primary reference, since freelancers receive a link, not an attachment
Don't
- Do not touch or redesign the logo, that question is settled
- Do not produce a hundred page document nobody opens
- Do not treat the PDF as the main deliverable, it is a backup to the web page
- Do not let individual portfolio brand styles override the shared House of Goods system