Student housing made sustainable
Challenge
In early 2024, I was approached by Homie, a new challenger brand in the UK student housing market. Their mission? To rethink the student rental experience —making it more sustainable, more human and more trustworthy.
With a focus on renovating older properties into smart, sustainable homes, Homie aimed to break the cycle of overpriced, poorly maintained rentals managed by faceless landlords and corporate giants.
My Role
As the only Designer, I was embedded with Homie from day one. I partnered closely with the founding team to shape their vision from the ground up.
I led:
- Brand Strategy & Creative Direction
- Logo design, brand identity & illustration system
- UX research, user flows, wireframes, and high-fidelity UI
- Website & marketing design assets
From digital product to brand voice, I helped craft every touchpoint.
From the strategy workshop
Strategic Approach
We kicked off with a brand discovery workshop, defining core values like:
- Friendly, not preachy
- Sustainable, but practical
- Relatable, not juvenile
From this, we developed a tone of voice and visual identity that would resonate with students, reassure parents, and differentiate from cold, corporate competitors.
Translating research into design decisions
UX Foundation
- Clear, step-by-step onboarding for housing applications
- Transparent sustainability breakdowns for each home
- Location-based browsing with emotional storytelling built in
- Wireframes and flows designed to clarify onboarding, positioning, and user actions for early-stage product direction.
Competitor analysis
Wireframes
Design System Highlights
- Logo & Identity: Soft shapes, warm colors, and handwritten accents to feel personal and real
- Illustration Style: Inclusive, minimal, and playful—used across the website and onboarding flows
Business impact
The new brand and direction helped Homie clarify its user promise, align internally and gain confidence in product expansion.