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House Beautiful UK
Transforming House Beautiful UK's core values into a pattern system
that breathes life into the little things
Shortlisted for UAL x Hearst 2025
We looked into what makes a house a home-
It's the little things!
Whether it is the fridge magnet collection from all the family travels that hold up memories, or the assortment of colourful crockeries stacked in a drawer over years. It is these little things that make you feel home. We took that feeling and applied it to a pattern system that breaks the iconic House Beautiful logo into smaller modules-a system that generates patterns truly fit for any consumer.
The pattern was extended across multiple verticals, the most important being licensed products. We applied the patterns to rugs, duvet covers, garden accessories and more.
For digital applications, we wanted to go beyond just social media templates and motion content. With a module based system, we had the space to generate almost infinite iterations in different colours. The sense of generative possibilities led us to creative coding.
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