Standard Pacific Homes
Creative Direction, 2009 to 2010
We revamped this national builder’s brand to give it a more luxurious, yet still approachable feel. My “Right at Home” concept brought the brand values to life and informed the site experience: multiple pathways to guide, featured neighborhoods to give context, and real voices to keep everything personalized. My team (an art director, three designers, two information architects, and a copywriter) fastidiously created close to 100 templates, including ones that could beautifully showcase moderate homes alongside luxurious ones.