Same brand. Same palette. Two completely different proposals for a real estate developer. A: An isotype built from blocks. Geometric, precise, the language of construction. It says we build.

B: Custom lettering with movement. Warmer, more editorial. It says we build places you’d want to live in.

My vote is B, Milagros. Custom lettering with movement has real editorial warmth, which suits a developer selling places people actually want to live in.

A few colour explorations from ARDA®.

I spent a bit of time experimenting with different colour combinations to see how they would change the overall feel of the site.

There were a few I really liked and considered taking further, but in the end I kept coming back to black and white. I felt it worked best with the imagery and typography, and ultimately suited the direction I wanted to take the project.

There is something satisfying about watching the same site change personality with each colour combination. The ARDA explorations look like a great exercise in that.