It's a family matter

Our initial starting point was to create characters that could represent the average family – our target audience. G3 showed us plans they used that included reference figures for scale and placement purposes. We decided to keep the generic feel to these figures but add a little flourish of style to their shaping to keep the design dynamic and original.

When people think of architectural plans they’ll imagine white or blue, graphical lines and a flurry of details much of which will be alien to them. We didn’t want to focus on the technical side as that wasn’t what people were really buying. They were seeking someone to help turn their house into their dream home. This is an emotional decision.  We decided to focus on this for the narrative by setting the scene using common family concerns. A bigger kitchen, an extra bedroom for a growing family etc. We wanted to bake the scenes in light and colour, to mimic the emotions people feel for a house they love, want to stay in and adapt to fulfil their dreams.

The colour palette took some time. We knew that G3 were predominantly selling to couples and parents so we needed to ensure it spoke to both sexes. We also had to keep the piece uplifting, engaging and aspirational. Using normal everyday colours would have felt too plain. Over embellishing the tones added extra warmth and gave the world a more fanciful aesthetic – as the process of designing a new home is all about shifting from what exists and imagining something better.

In designing the house, it felt prudent to realise it in a dynamic way. So rather than simply drawing the plans out it felt more fun to show the architect ‘craft and sculpt’ the house, visualising its transformation into something new. It intimated how G3 see and realise how each home can be, rather than look dispassionately by recycling the same old lines on a new piece of paper.