Leila Sohaing

Work

Approach

About

Contact

Case Study

Point Quest Group

Case Study

Framework Custom Builders

Case Study

aise

Leila Sohaing

Work

Approach

About

Contact

Case Study

Point Quest Group


Case Study

Framework Custom Builders


Case Study

aise


Leila Sohaing

Work

Approach

About

Contact

Case Study

Point Quest Group

Case Study

Framework Custom Builders

Case Study

aise

Framework Custom Builders

Building a refined, credible identity for a luxury home construction firm in New York and Connecticut.

Explore the gallery

Explore the gallery

Explore the gallery

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Despite decades of craftsmanship, Framework's visual identity was outdated, generic, and overly casual—failing to communicate the precision, luxury, and professionalism their projects embodied.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 the visual strategy and identity system design, developing a comprehensive brand architecture and translating the identity across digital and print touchpoints.

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Despite decades of craftsmanship, Framework's visual identity was outdated, generic, and overly casual—failing to communicate the precision, luxury, and professionalism their projects embodied.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 the visual strategy and identity system design, developing a comprehensive brand architecture and translating the identity across digital and print touchpoints.

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 the visual strategy and identity system design, developing a comprehensive brand architecture and translating the identity across digital and print touchpoints.

Strategic Insights & Creative Direction

While the strategy team established Framework's brand DNA through stakeholder workshops, I led the visual strategy—conducting competitive analysis, defining visual positioning, and developing the design system that would communicate their core values. Framework's brand is built on three pillars:
craftsmanship, communication, and commitment.

A key insight emerged early: Framework operates where architectural vision meets execution excellence.
Architects and homeowners need a builder who can translate complex designs into flawlessly crafted homes—with transparent communication, systematic planning, and unwavering commitment to quality. This intersection of precision craft and premium service became the foundation for the visual strategy.

While the strategy team established Framework's brand DNA through stakeholder workshops, I led the visual strategy—conducting competitive analysis, defining visual positioning, and developing the design system that would communicate their core values. Framework's brand is built on three pillars:
craftsmanship, communication, and commitment.

A key insight emerged early: Framework operates where architectural vision meets execution excellence. Architects and homeowners need a builder who can translate complex designs into flawlessly crafted homes—with transparent communication, systematic planning, and unwavering commitment to quality. This intersection of precision craft and premium service became the foundation for the visual strategy.

I developed a visual identity anchored in Architectural Precision; a system that reflects the structural rigor, modern restraint, and refined craftsmanship at the heart of Framework's work. This direction balances:

Geometric structure that mirrors architectural planning and spatial systems
Earthy, grounded tones that evoke natural materials (wood, stone, craftsmanship)
Modern simplicity that communicates clarity, confidence, and premium positioning

It positioned Framework not as a contractor, but as a partner in realizing architectural vision with precision and care.

I developed a visual identity anchored in Architectural Precision; a system that reflects the structural rigor, modern restraint, and refined craftsmanship at the heart of Framework's work. This direction balances:

Geometric structure that mirrors architectural planning and spatial systems
Earthy, grounded tones that evoke natural materials (wood, stone, craftsmanship)
Modern simplicity that communicates clarity, confidence, and premium positioning

It positioned Framework not as a contractor, but as a partner in realizing architectural vision with precision and care.

Identity System

01 — Logo Suite

I designed a flexible logo system to support varied applications across digital, print, and co-branding environments:

I designed a flexible logo system to support varied applications across digital, print, and co-branding environments:



02 — Typography

I adopted for a low-contrast, geometric sans-serif inspired by Modernist design principles. Its clean geometry and architectural proportions ground the identity in modernity and clarity. The typeface reinforces one of Framework's core values: clear communication is essential to successful projects. Used for both headlines and body text, this typeface ensures the identity feels cohesive, approachable, and professional across all touchpoints.

03 — Color Palette

I developed a palette rooted in natural, architectural materials:
Deep brown: evoking wood, warmth, and craftsmanship


Forest green: grounding the brand in nature and outdoor spaces


Muted slate + soft sky blue: adding modern restraint and openness


These earthy tones balance structure and warmth, reflecting the raw materials homes are built from while nodding to Framework's expertise in outdoor spaces. The palette also complements Framework's photography—rich, natural tones that feel cohesive across built environments.

04—Spatial System & Photography Integration

Framework had already invested in high-quality photography showcasing their work. Part of my role was ensuring the visual identity complemented their photography, not competed with it. The color palette and layout system were intentionally designed to echo the lines, materials, and natural tones present in Framework's built environments. Generous whitespace, structured grids, and restrained typography allow the photography to breathe while reinforcing the brand's architectural sensibility.

UX & Website Architecture

Once the identity was approved, I designed the website architecture and core pages, creating a simple, structured experience that reflects Framework's commitment to clarity and communication. The resulting UX served as the foundation for the development team to complete the website.

Once the identity was approved, I designed the website architecture and core pages, creating a simple, structured experience that reflects Framework's commitment to clarity and communication. The resulting UX served as the foundation for the development team to complete the website.


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.

My Role

Lead Brand Designer & Strategist at Case Study Brands




Working under the Chief Creative Officer, I was responsible for visual strategy, identity system design, UX/UI structure and design system development, and digital and print application design.

Lead Brand Designer & Strategist at Case Study Brands




Working under the Chief Creative Officer, I was responsible for visual strategy, identity development, sub-brand architecture, UX direction, and digital and print design. I led the creative execution while collaborating with the strategy team and internal stakeholders throughout the project.


EXPLORE MORE CASE STUDIES

Point Quest Group

Identity system for a national education organization.

Explore Case Study

aise

Award-winning identity for a conceptual skincare brand.

Explore Case Study

EXPLORE MORE CASE STUDIES

Point Quest Group

Identity system for a national education organization.

Explore Case Study

aise

Award-winning identity for a conceptual skincare brand.

Explore Case Study

Leila Sohaing

Brand Designer & Strategist

leilasohaing@gmail.com ↗
LinkedIn ↗
Based in Paris — Open to remote work