Brand Evolution
Mattamy Homes needed a refreshed design system that could elevate the brand’s presence across digital, print, and motion without losing its core identity. The challenge was to create a visual foundation that felt modern, confident, and flexible enough to scale across channels, teams, and markets.
Client: Mattamy Homes
Agency: The Turnlab
Role: Senior Art Director
Date: June 2025
Agency: The Turnlab
Role: Senior Art Director
Date: June 2025
The Opportunity
As the brand expanded its presence, the existing design system lacked consistency, sophistication, and adaptability. Typography, colour, illustration, and motion were underutilized or fragmented across executions. This was an opportunity to reimagine Mattamy’s visual world — not just to clean it up, but to strategically evolve how the brand shows up in static and dynamic formats. Our work needed to unify the system, inspire creativity, and create clear rules without limiting expression.
What we did
Defining the Foundation for a Cohesive Brand
We led a comprehensive refresh of the design system for Mattamy Homes, aligning every element with a more elevated and emotionally resonant brand presence. I partnered closely with our Senior Designer to help define the direction across typography, colour, pattern, illustration, and iconography ensuring each component reflected Mattamy’s tone of warmth, trust, and clarity.
I also led a net-new strategy for how the brand shows up in motion, video and photography working with our video and content teams to establish principles that added consistency and energy across digital and social platforms. My focus was defining and gaining alignment on the system’s evolution, making sure it could scale seamlessly across channels and markets while staying grounded in a unified brand voice.
I also led a net-new strategy for how the brand shows up in motion, video and photography working with our video and content teams to establish principles that added consistency and energy across digital and social platforms. My focus was defining and gaining alignment on the system’s evolution, making sure it could scale seamlessly across channels and markets while staying grounded in a unified brand voice.
The Outcome
A Flexible System with Elevated Presence
The updated design system gave Mattamy a stronger, more refined brand presence — one that could flex across platforms while remaining cohesive. Teams now have a shared visual language that elevates storytelling and improves production efficiency. The new motion and video direction gave the brand a fresh sense of energy, helping it show up with more clarity, emotion, and professionalism in every channel.
