Framework Custom Builders
Framework Custom Builders
Building a refined, credible identity for a luxury home construction firm in New York and Connecticut.
Read the strategy insights
Read the strategy insights
Read the strategy insights
Overview
The Client
Framework Custom Builders is a luxury home construction firm specializing in custom builds, renovations, and home management services across New York and Connecticut.
The Goal
Create a modern identity system that positions Framework as a premier luxury builder; communicating craftsmanship, transparency, and meticulous attention to detail to architects, high-net-worth homeowners, and design partners.
The Problem
Despite decades of craftsmanship, Framework's visual identity was outdated, generic, and overly casual—failing to communicate the precision, luxury, and professionalism their projects embodied. This made it difficult to compete for premium projects based on brand presence alone.
My Role — Lead Designer & Strategist at Case Study Brands
Working under the Chief Creative Officer, I was responsible for visual strategy, identity system design, UX/UI structure, design system development, and digital and print application design.
Overview
The Client
Framework Custom Builders is a luxury home construction firm specializing in custom builds, renovations, and home management services across New York and Connecticut.
The Problem
Despite decades of craftsmanship, Framework's visual identity was outdated, generic, and overly casual—failing to communicate the precision, luxury, and professionalism their projects embodied. This made it difficult to compete for premium projects based on brand presence alone.
The Goal
Create a modern identity system that positions Framework as a premier luxury builder; communicating craftsmanship, transparency, and meticulous attention to detail to architects, high-net-worth homeowners, and design partners.
My Role — Lead Designer & Strategist at Case Study Brands
Working under the Chief Creative Officer, I was responsible for visual strategy, identity system design, UX/UI structure, design system development, and digital and print application design.
Overview
The Client
Framework Custom Builders is a luxury home construction firm specializing in custom builds, renovations, and home management services across New York and Connecticut.
The Problem
Despite decades of craftsmanship, Framework's visual identity was outdated, generic, and overly casual—failing to communicate the precision, luxury, and professionalism their projects embodied. This made it difficult to compete for premium projects based on brand presence alone.
The Goal
Create a modern identity system that positions Framework as a premier luxury builder; communicating craftsmanship, transparency, and meticulous attention to detail to architects, high-net-worth homeowners, and design partners.
My Role — Lead Designer & Strategist at Case Study Brands
Working under the Chief Creative Officer, I was responsible for visual strategy, identity system design, UX/UI structure, design system development, and digital and print application design.
Explorations
Explorations
Logo mark choice
Logo mark choice
The logo explorations focused on creating a mark that felt architectural and built from a clear underlying structure. Early directions played with the initials F and B through modular forms and geometric construction, reflecting the logic, craftsmanship, and attention to detail behind custom building. The final mark was chosen for the way it combines those ideas into a compact, distinctive symbol: the letterforms are reduced into a simple framework of lines and shapes, creating a visual language that feels both constructed and refined. Its modular structure also gives the identity a strong foundation to scale consistently across signage, digital applications, print, and other brand touchpoints.
The logo explorations focused on creating a mark that felt architectural and built from a clear underlying structure. Early directions played with the initials F and B through modular forms and geometric construction, reflecting the logic, craftsmanship, and attention to detail behind custom building. The final mark was chosen for the way it combines those ideas into a compact, distinctive symbol: the letterforms are reduced into a simple framework of lines and shapes, creating a visual language that feels both constructed and refined. Its modular structure also gives the identity a strong foundation to scale consistently across signage, digital applications, print, and other brand touchpoints.
Logo mark choice
The logo explorations focused on creating a mark that felt architectural and built from a clear underlying structure. Early directions played with the initials F and B through modular forms and geometric construction, reflecting the logic, craftsmanship, and attention to detail behind custom building. The final mark was chosen for the way it combines those ideas into a compact, distinctive symbol: the letterforms are reduced into a simple framework of lines and shapes, creating a visual language that feels both constructed and refined. Its modular structure also gives the identity a strong foundation to scale consistently across signage, digital applications, print, and other brand touchpoints.
Impact
Premium Market Positioning
A visual identity that finally matched the quality of their work—enabling Framework to compete for higher-end projects based on brand presence.
Cohesive Brand Presence
A unified identity system that works seamlessly across digital, print, and physical environments—ensuring consistency at every touchpoint.
Through the new identity system, Framework achieved:
Trust and Credibility
A polished, professional brand that communicates reliability and expertise to architects and affluent homeowners from first impression.
Impact
Through the new identity system, Framework achieved:
Premium Market Positioning
A visual identity that finally matched the quality of their work—enabling Framework to compete for higher-end projects based on brand presence.
Trust and Credibility
A polished, professional brand that communicates reliability and expertise to architects and affluent homeowners from first impression.
Cohesive Brand Presence
A unified identity system that works seamlessly across digital, print, and physical environments—ensuring consistency at every touchpoint.
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Brand Designer & Strategist
leilasohaing@gmail.com ↗
LinkedIn ↗
Behance ↗
Open to remote work