BUILDING A HOME FOR INDIGO ROAD
Home Design Brand and
E-commerce Website for HGTV Star Egypt Sherrod
Indigo Road is a home design brand founded by designer, award-winning realtor, and HGTV star, Egypt Sherrod, Indigo Road specializes in making comfortable, luxurious, and sustainable products for everyday living.
We worked with Egypt’s team to develop Indigo Road’s brand identity and custom e-commerce website. We designed a brand look and feel that features a timeless, versatile design drawing inspiration from natural elements, global influence, travel, and everyday luxury.
Brand Identity
Just like Indigo Road’s designs, the branding isn’t trendy—it won’t quickly go out of style or feel dated; it’s created with timeless, elevated, sustaining beauty in mind.
The Indigo Road brand identity features custom font typography, nature-inspired, earthy, rooted hues, and elegant, yet accessible visual elements; just like Indigo Road, these designs evoke a sense of everyday, liveable luxury that allows the customer to feel beautiful, comfortable, and delighted by their surroundings.
The logo design features a wordmark inspired by clean lines with an artful, unexpected touch via the customization of the primary font. This gives a modern, but still warm and approachable feel to the design particularly when balanced with the secondary font. We customized the font (for example, we tilted each “O” to add an eclectic vibrant energy to the overall classic look of the font that is a nod to the world-traveler who is on the go, always looking for the next adventure or new experience in life. The “I” and “R” are combined in an artistic way to create a custom monogram while still allowing for the legibility of each singular letter; this exclusive monogram lends a luxurious feel to the design without feeling elitist or inaccessible.
Indigo Road: the Website
To translate the Indigo Road brand to the online space, we designed an engaging shopping experience on a custom-built Shopify website. We started with strategizing a website layout that is easy to navigate and evokes the beautiful, fresh, and inspired designs of Indigo Road.
Once we created the site map, we then began drafting content for each main page and subpage. Our signature branding methodology focuses on strategizing how we can leverage our client’s expertise—we identified and showcased the most marketable traits about Indigo Road and its products, and then integrated it all into the website content. We incorporated the custom brand design to the new website. The custom design look and feel features large format interior images that invite the site visitor to step into the stunning home interiors and Indigo Road home goods designed and curated by Egypt. The result is a shoppable website that feels spacious, inviting, eclectic, and approachable, just like Indigo Road.
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