Luxflow is an intuitive digital platform designed to streamline the new home buying process, enhancing the homebuyers' journey from reservation through to handover and beyond.

Mission10 employed my services to develop the logo and brand style for this great new product they were developing. Working to an open brief, the logo simply needed to communicate the key benefit of Luxflow — a smooth process from start to finish, and all the milestones in-between.

Although at the moment the product is optimised for the construction and homebuilder industry, the product has potential to be developed for other industries in the future. With that in mind, for the logo design a conscious decision was made not to make any visual reference to homebuilding - in an effort to ‘future-proof’ the brand. This way, if the application develops its offering further to offer suitability for other industries, it’s not been ‘pigeon-holed’ into homebuilding. The same ethos was applied to the overall brand look and feel - focusing more on the web application/technology aspect of the offering and communicating the brand values, rather than reflecting the target market.

The branding positions Luxflow as an innovative, exciting application through a vibrant colour palette and bold modern typography. It feels like a brand belonging to a first class platform with first class service, with the look and feel to rival other leading application/SaaS/technology-focused tools.