When Trulia was founded in 2005, they revolutionized the way people found homes using the internet. After nearly 15 years, Trulia announced a new mission: “Building a more neighborly world by helping you discover a place you’ll love to live.”
We were brought in to help the Trulia team modernize the brand and turn the new strategy and mission into a meaningful, neighborhood-centric brand identity.
Motivated by the idea of creating a visual language based on a world of neighborhoods, not only the homes inside of them, we took creative inspiration from map iconography and neighborhood geographies. Just as neighborhoods are made of many parts brought together in interesting compositions, we designed a suite of unique icons that, in composition, evoke the charming uniqueness of a neighborhoods dwellings, environments and amenities.
Paired with expressive elements such as patterns, collages, and content frames, the icons provided rich content for storytelling, giving residents a way to share what they love about where they live. Together with a rich colors, vibrant photography, an inviting tone of voice, the system could extend in countless ways across print, digital, and beyond.
Trulia believes that the more we love where we live, the more connected we are to our communities and to each other. From icons to color, from wordmark to tone of voice, the holistic identity was designed to represent this belief.
Ultimately, the brand evolution solidified Trulia’s role in helping people discover the neighborhood they love, not just the home.
Bringing neighborhoods to life wasn’t just a design exercise, it was a translation of a mission and strategy into a meaningful identity. We are excited to see how this work will help people across the country discover their next neighborhood and home.Jessica Staley — Director of Brand Design at Trulia