THE CHALLENGE
Arcadia’s work and client experience had outgrown its brand. The former name, Arcadia Design Build, blurred the offer—making it unclear whether the company was a designer, builder, or both. Its visual identity also undersold the sophistication of its custom homes and highly personal approach.

THE IDEA
I saw an opportunity to position Arcadia between thoughtful design and exceptional execution—without falling into the expected luxury-home aesthetic. The brand evolved to Arcadia Homes, anchored by a clearer promise: Your Vision. Exceptionally Executed. A warmer, more editorial visual system brought that idea to life, making the client’s vision the center of the story.

MY ROLE
I led the repositioning from strategy through launch, including naming, positioning, messaging, creative direction, website strategy, and integrated marketing. I personally designed the visual identity, brand guidelines, website experience, and key sales and marketing collateral, along with the social rollout, content calendar, and photography approach.

THE IMPACT
Arcadia now has a brand that better reflects the caliber of its work and the care behind its client experience. The new name and website make its value easier to understand from the first interaction, while the visual and content systems give the team a consistent foundation for social, Houzz, referrals, proposals, and partner conversations.