Custom Pro Homes, a growing homebuilder in eastern Iowa, needed a market presence that matched the quality, craftsmanship, and attention to detail found in their builds. While their homes spoke for themselves, their brand and marketing lacked the same level of refinement. They partnered with Farmboy to establish a refreshed brand identity, build a high-performing website, and create a cohesive marketing system that could showcase their process, elevate their visual storytelling, and support lead generation. Serving as creative director for the brand alongside the Web Director, I helped shape a refined yet inviting identity rooted in accessible luxury—aspirational, polished, and approachable.

I co-created the brand strategy from initial moodboards through stylescapes and final mockups, which guided both the brand system and the custom WordPress website build. My work included developing the logo, tagline, and full brand style guide; directing a visual approach centered on high-quality imagery, elegant layouts, and consistent brand application; and creating organic background graphics and supporting design elements. I also co-designed and art-directed a custom icon set inspired by textile patterns, selected minimal, detail-forward stock imagery, and co-designed ad and social media templates that emphasize hierarchy, spacing, and compelling visuals. The result is a cohesive digital and marketing presence that communicates craftsmanship, trust, and premium quality—while remaining warm, approachable, and built to convert.