Trulia was founded in 2005 to make real estate listings available on the internet. After nearly 15 years, Trulia announced a new mission: “Building a more neighborly world by helping you discover a place you’ll love to live.” Design Studio was asked to develop a brand system that focused on going beyond typical listing details, to give people a deeper understanding of what living in a home and neighborhood might really be like.
Creating a visual language inspired by map iconography and neighborhood geographies, the firm says it created “bold, simple, and unique icons that evoke a charming quirkiness.” This includes a wide set of icons, from functional to expressive, to represent a diversity of dwellings, environments and amenities in a confident, friendly and optimistic manner.
As part of the brand identity, Trulia developed an extensive color palette — from warm to fresh and rich to neutral. Each color has been given custom names derived from famous neighborhoods across America. The visual identity is paired Trulia’s custom designed font, Trulia Sans by Fontsmith. Of the project, Jessica Staley, Director of Brand Design at Trulia, comments: “Bringing neighborhoods to life wasn’t just a design exercise, it was a translation of a mission and strategy into a meaningful identity.”