In February 2023, OJO Canada, the Canadian operations of a US based real estate technology company by the name of OJO, was acquired by Royal Bank of Canada (RBC). A full rebrand was a natural and necessary first step in establishing and growing the business in its new context and to lay the foundation for reaching their north star: to become the brand of choice for real estate in Canada.

The rebrand needed to be differentiated from competitors and establish them as a trustworthy ally to consumers on their home owning journey. They needed a brand new identity that resonated with a Canadian audience while evoking a sense of calm in the fast-paced world of real estate. With a new name that provided industry context, a bold and flexible logomark, an extensive type palette, a colour palette that portrays expertise while remaining approachable, a pragmatic yet lively photography style, a colourful illustration style that injects a bit of fun where appropriate, and a flexible graphic device system, the new brand, Houseful, lays the foundation for the company’s future successes. Houseful can now meet the world with a name and a face that reflects the company’s commitment to better equip Canadians to realize the abundant benefits of home ownership.

The color palette was designed to evoke feelings of calm with moments if excitement. And great care was taken to design an extended color palette that would support a deep illustration library as well as serve the product design teams needs.

The typography features Gloock as a vibrant and bold header to set Houseful apart from competitors, paired with TWK Lausanne, a sophisticated and ultra-organic sans serif font that renders well at small sizes and can support heavy and complicated use on detailed property pages.

A set of graphic devices was developed to ensure a robust set of brand assets that could be flexed to turn up the volume in branded moments. This set of shapes and patterns provided the design team the ability to design standout deliverables and ensure a consistent look and feel across channels.