Houzz Pro Insider Identity

A branding project for Houzz Pro’s exclusive insider program.

Introducing the Houzz Pro Insider Program—an advocacy program exclusively designed for our home professionals utilizing Houzz Pro, our software management solution. By joining this program, professionals gain numerous advantages. They enjoy priority access to the latest Houzz Pro news, events, offerings, and features. Additionally, they receive increased exposure to homeowners through our social, editorial, and educational content, further enhancing their visibility and reputation.

The Solution

As this program is associated with the Houzz Pro software, the design solution needed to feel like it was part of the overall branding system of Houzz Pro. Because of this I developed a simple branding in under two weeks for exclusive advocacy program using the “PRO” pulled from the original logo and customized the “INSIDER” typeface Baro. I selected this typeface as it embodied the exclusive, yet approachable feel of the program.

The Deliverables

Two logo lock-ups,
Houzz Pro Profile Badges,
Swag Items,
Email Headers,

A promotional banner with a blue background displaying the message "Your business is in good company." on the left, and a photograph of two men standing outside near a construction site on the right.
Blue background with white text that says "PRO INSIDER" in large font.
Digital flyer for Houzz Pro advertising a new Pro Insider Program with a smartphone displaying the app on a hexagon-tile surface and a woman working on a laptop in a modern kitchen.
Blueprint style text graphic displaying 'PRO INSIDER' on a dark blue background.
Four quadrants, each with the text "PRO INSIDER" in different font styles and background colors, forming a square.
A blue tote bag with the words "PRO INSIDER" printed on it and a small logo that says "houzz PRO" at the bottom left corner
Comparison of two typefaces, Baro - Three Line on the left and Proxima Nova - Semibold on the right, showing uppercase letters, numbers, and symbols.
Venn diagram with four overlapping circles labeled 'Aspirational,' 'Friendly,' 'Premium,' and an center label 'IN.'
Construction workers installing stairs in a building, with one worker on a ladder, two others on the stairs, and one overseeing the work, all wearing work clothes
Pro Insider logo on a blue background.
An Apple iMac computer on a white desk with a wooden stand, displaying a webpage for PRO INSIDER with the headline "Save time, increase profits" and an image of two men in a construction setting.
The word 'PROINSIDER' in white text on a dark blue background, with a grid outline and blue highlights around the letters.
Four variations of the 'PROINSIDER' logo in different font styles and color schemes arranged in a 2x2 grid, with each logo in a separate square.
A collection of ribbons in blue and white, with the word 'PROINSIDER' printed on them, scattered and overlapping each other.
Screenshot of a Houzz profile page for Quantum Architects & Interiors, featuring an image of a modern house, business details, reviews, awards, badges, and contact information.
Houzz Pro logo on a dark blue background
Houzz PRO logo on a blue background