At-a-Glance 👀

As the Creative Director at Nomad Homes, I led the design team and drove creative strategy. Leveraging user and market insights, I developed Nomad’s brand identity and design system, bringing to life the company’s personalized and localized approach to real estate. This was extremely helpful in closing the company’s $20M Series A round. I focused on creating a system , while maintaining a consistent brand narrative across all platforms, including in-product, digital, and print media.

The Opportunity

The Nomad Homes mission is to build the world’s smartest, most personalized home buying experience in Europe, the Middle East, and Africa.

<aside> 👉 However, a significant challenge was that Nomad Homes lacked a unique brand identity and design system. Especially as an emerging company in this market, it was critical to distinguish Nomad from other proptech companies, especially in our first markets: Dubai, Paris, Lisbon, and Barcelona.

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Insights

Nomad’s differentiators:

• Unique Home-Matching Service: Nomad’s proprietary tech suggests prospective homes to users based on their preferences. This is unlike traditional solutions which generally provide long lists of homes to filter through.
• Local expertise: Nomad specializes in home buying in key EMEA cities. This focus on local nuances and processes helps Nomad stand out in comparison to global prop tech solutions.
• Legendary service: Home buying can be a stressful, complicated process, especially when you’re in a new region (as many of our customers are). Nomad stands out by providing helpful, attentive service in the form of dedicated Agents who help with each sale.

Select user and market insights:

• Main user personas (select attributes): tech savvy home-seekers who view tech as an opportunity to find the best homes, but still appreciate and seek the expertise of local agents. These are often expats less familiar with new locations and the nuances of each location’s housing market.
• The websites and accompanying product apps of most of the proptech competitors in Nomad’s market followed a similar look and feel: static, large grids of homes that users scroll (endlessly) through. They ultimately looked similar, and the majority also anchored around shades of blue with similar formats.

Solutions

Leveraging the insights above, I developed a scalable design system and Nomad’s first brand guidelines to to effectively distinguish Nomad in the marketplace and reflect the Nomad mission across all products and materials:

Let’s take a deeper look:

Nomad’s Differentiator #1: Unique Home-Matching Service