Latch were tasked with creating branding for a single development for Goldcrest Custom Homes. But in true Latch style we turned the brief on its head. We created a new branding toolkit to create the identity for each of Goldcrest Custom Homes’ developments. Taking each scheme’s location as the starting point for development marks, we designed them into minimal graphical symbols. These brand symbols were then paired with consistent brand elements to create unique development identities under a single stable look and feel. Goldcrest’s proposition to offer choice and value, though shell or finished units, led us to the paired back black and white aesthetic that allows the brands to sit together as a family.