image direction · modular homes in production
NOMADIC LIVING
A founder’s vision for a smarter, more flexible model of home ownership
Nomadic Living is exploring a new path to home ownership through modern, transportable homes designed around affordability, flexibility and more sustainable living. From our Perth studio, we developed its brand strategy and brand messaging from the very first idea.
Working closely with the founder, we turned that initial vision into a clear brand foundation, messaging system and visual identity. We then created a focused pre-launch website designed to communicate the concept, connect with its different audiences and build early interest as the business continued to evolve.
01
The challenge
Creating clarity around a new housing model
Nomadic Living was developing an ambitious new approach to housing, with a vision designed to evolve as the business grew. The brand needed to establish trust and communicate the opportunity clearly, while remaining flexible enough to support a fast-moving model.
The concept also needed to connect with several distinct audiences. Future homeowners needed to understand its potential for greater freedom and financial security, while industry and development audiences needed to see a credible, forward-thinking response to Western Australia’s housing challenges.
The challenge was to bring these perspectives together without losing the simplicity of the central idea.
brand board · logo
Black
White
#A84335
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brand board · colour palette
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Manrope ExtraBold · headlines
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Inter Regular · body
brand board · typography
02
The brand strategy & messaging
Connecting personal freedom with a bigger housing solution
From the start, we set Nomadic Living up as more than a housing brand: a movement inviting people to break free from the rent trap and live more simply and freely. The strategy came together in a clear brand promise and tagline: “Own your home. Live freely.”
For future homeowners, the message centred on greater freedom, affordability and a simpler, more flexible way of living. For industry audiences, the brand presented Nomadic Living as a thoughtful new approach to housing, designed around sustainability, smarter use of resources and changing housing needs.
Five messaging pillars brought the positioning together: a new path to home ownership, compact and thoughtfully designed homes, lighter living for people and the planet, a simple ready-to-go lifestyle, and escaping the rent trap. These shaped the brand promise, audience messaging and wider story, giving Nomadic Living a clear point of view while leaving room for the offer to evolve.
We also developed detailed audience personas, from people priced out of the housing market to those choosing to live more simply, each with their own motivations, frustrations and emotional drivers, so every message could speak directly to the people Nomadic Living needed to reach.
brand proposition
messaging pillars · 1, 2
messaging pillars · 3, 4, 5
03
The brand system
Modern, optimistic and grounded
We created a visual and verbal system designed to make a forward-thinking housing idea feel credible, human and achievable.
Rather than leaning on the earthy, boho look common in alternative housing, we set a visual direction that takes cues from tech-forward disruptors, pairing bold simplicity with natural warmth so a new idea could feel modern, credible and genuinely desirable.
Clean typography, a restrained colour palette, spacious layouts and carefully selected photography created a contemporary visual language. The image direction balanced aspiration with realism, presenting compact living as considered and desirable without making it feel remote or out of reach.
The tone of voice was shaped to feel confident, clear and optimistic, grounding the bigger vision in tangible benefits such as affordability, flexibility, thoughtful design and simpler living.
We also designed the brand to grow, with a naming approach for future home models and a framework that can extend from a single flagship home to wider lifestyle communities.
image direction · baudin’s black cockatoo
image direction · prefab build
image direction · perth from the hills
04
The digital experience
A pre-launch website designed to hold the vision
With the display home still in development, the website needed to build understanding and interest before launch.
We created a story-led digital experience that introduced the housing concept, communicated its personal and wider social benefits, and provided clear pathways for different audiences to connect with the business.
The website was designed as a flexible foundation that could begin building awareness and enquiries now, while expanding alongside Nomadic Living as the business develops.
pillar sections · compact, modern, lighter living
05
The outcome
A flexible foundation for what comes next
The first phase gave Nomadic Living a clear strategic direction, distinctive identity, consistent voice and credible digital presence.
The positioning connected the founder’s vision with the aspirations of future homeowners and the broader conversation around more flexible, sustainable approaches to housing.
The brand and website were deliberately designed with room to evolve alongside the business, creating a strong foundation for early conversations, future marketing and the next stage of Nomadic Living’s development.
scope
Project scope
Business Vision & Concept Development
Brand Strategy & Positioning
Vision, Mission & Brand Essence
Audience Personas & Stakeholder Messaging
Messaging Pillars & Brand Promise
Tone of Voice Guidelines
Identity & Visual Direction
Image Direction & Curation
Website Strategy & Structure
Website Copywriting
Website Design & Build
Enquiry Pathways & Ongoing Creative Direction
contact
let’s create something that resonates
Doing things differently? Let’s create a distinctive brand foundation that brings your ideas to life and leaves room for what comes next.