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Uniting all home owners under one roof.

Vereniging Eigen Huis — Identity, Strategy, Typography

The Challenge
Vereniging Eigen Huis is the Netherlands’ largest homeowners’ association, dedicated to making homeownership clearer and more accessible through independent advice, legal support, and advocacy. However, their brand lacked the warmth and approachability needed to resonate with a diverse audience of homeowners. The existing identity felt formal and institutional, failing to reflect the association’s mission to empower and guide people through one of life’s biggest investments.

The Strategy
Instead of focusing solely on the association’s services, we centered the brand on the people it serves—homeowners navigating the complexities of property ownership. We aimed to humanize the brand, making it feel like a trusted partner rather than a distant authority. The strategy was to create a visual system that felt friendly, clear, and personal, aligning with the association’s role as a supportive guide.  

The Solution
With the existing logo preserved, we developed a cohesive and dynamic visual system to bring the brand to life. This included:

  • A custom typeface to enhance readability and brand distinctiveness.
  • Friendly illustrations and graphs to simplify complex information, making it more engaging and accessible.
  • A flexible layout system that adapts across platforms, ensuring consistency while allowing for creative expression.
  • Thoughtful photography that reflects the real-life experiences of homeowners, adding authenticity and emotional connection.   The result is a brand that feels approachable, modern, and human, while maintaining the professionalism and trustworthiness that Vereniging Eigen Huis is known for.

A friendly touch

The identity for Vereniging Eigen Huis is designed to make the world of housing and homeownership approachable and easy to understand. Playful house shapes, rounded typography, and clear design choices strip away complexity and create a welcoming look and feel. The result is an accessible, human identity that helps everyone feel at home in a subject that can often seem complicated.

What’s tough to explain, we made visible

To tackle complex topics, we developed a distinctive set of illustrations. Simple, direct, and full of character. These visuals bring abstract concepts down to earth, making them accessible and relatable. From clear, data-driven infographics to isometric house layouts, the illustration style forms a versatile toolbox that is used across campaigns, reports, and digital platforms.

From a custom typeface to photoshoots

For Vereniging Eigen Huis, typography and photography carry the core of the identity. Every touchpoint needs to communicate clarity, warmth, and a straightforward attitude. Next to the visual language and custom typeface, we art-directed photoshoots that capture the full spectrum of homeownership, celebrating the everyday joys while also acknowledging the challenges. The combination of honest photography and distinctive typography ensures a cohesive visual language that feels both real and relatable.