DREAM HOUSE, ‘FOUNDATIONAL FURNITURE’

A Los Angeles–based furniture brand offering playful surfaces carefully crafted to support everyday living.

Develop a comprehensive brand identity from concept to creation, crafting and applying a cohesive system across DTC and B2B touchpoints.

Crafted a full product line and creative ecosystem including: brand identity system, product and campaign photography, website (desktop and mobile), social media content, marketing collateral and editorial features to communicate Dream House’s offering and connect with their emerging target audience.

Brand Identity
E-Commerce (Desktop and Mobile)
Product and Campaign Imagery
Social Media Content
Marketing Collateral

Market research revealed a saturated landscape of highly decorative, statement-driven furniture, often prioritizing visual impact over everyday use. Audience analysis showed that 70% of consumers aged 20–35 prefer furniture that balances practicality with subtle design, indicating a clear appetite for simpler, more essential forms. At the same time, with over half of furniture discovery and purchase now beginning online, digital platforms have become the primary place where customers form trust and understanding. This shift underscored the need for brand touchpoints that clearly communicate a product’s foundational form, versatile function, and material qualities — not just how it looks in a styled space.

The opportunity was to design a digital-first brand ecosystem that supports the product rather than overshadows it. By crafting clear, consistent online touchpoints — from e-commerce to social — Dream House could communicate what each piece is, how it functions, and how it adapts across everyday contexts. The brand world was built to be product-driven and color-led, using playful restraint to frame the furniture within a cohesive, expressive system. This approach allowed the products to live within a distinct yet flexible universe — one that highlights form, function, and material honesty while inviting exploration through color and use.

Design furniture that is essential, functional, and material-driven while incorporating playful supporting details. This philosophy is expressed through the brand identity and storytelling, highlighting how each piece supports everyday life.

IDENTITY 

PHOTOGRAPHY & VIDEO

E-COMMERCE

SOCIAL CONTENT

Dream House was designed and brought to market through a cohesive system spanning product, identity, and commerce. A defined visual language grounded in the clarity of the forms framed the collection, while playfulness was expressed through materiality and versatile function. The brand launched across a custom e-commerce experience on desktop and mobile, supported by social storytelling and campaign content that highlighted products in use, material detail, and behind-the-scenes process. Ongoing iteration and refinement across design, content, and production ensured clarity and consistency across touchpoints, allowing the products and their foundational role in everyday life to remain the focus.

 This project established Dream House as a fully realized brand, not just a furniture concept. Through market research, product development, and creative direction, the identity expanded into a cohesive visual and physical ecosystem. Over 100 assets were designed and delivered across print, e-commerce, social, email, and paid media, creating a consistent voice across every touchpoint.

The brand came to life through campaign production—direction, styling, photography, and motion—optimized for Shopify, Instagram Shop, and Meta Ads to elevate the buying experience.

Working with local and international partners, Dream House produced 16 products and four packaging systems, building a unified brand presence from material to message.