Foxlane Homes had built a successful reputation as a semi-custom homebuilder in the competitive Philadelphia market. As the company prepared to introduce FHL, its luxury custom home collection, the opportunity was to create a distinct brand experience that would appeal to a more discerning buyer while maintaining a connection to the Foxlane name.

How do you create a luxury sub-brand that feels elevated and distinctive without losing the brand recognition and equity of its parent company? FHL needed its own visual personality, one that communicated refinement and sophistication while still feeling unmistakably Foxlane.

A more understated take on the Foxlane brand. We developed a new identity that incorporated the builder's recognizable fox icon in a more subtle, refined way, paired with a sophisticated color palette and a clean, contemporary design approach. The result was a visual identity that gave FHL its own presence while maintaining a natural connection to the parent brand.

The new identity came to life across a range of marketing touchpoints, from digital campaigns and social media to billboards and sales office materials. Generous white space, thoughtful typography, and immersive, full-bleed photography created a polished visual experience, allowing the homes, neighborhoods, and lifestyle to take center stage.

A cohesive luxury brand that feels both connected to its roots and confidently in its own space. From the first digital impression to the in-person sales experience, FHL communicates the level of craftsmanship, care, and attention to detail that buyers can expect from Foxlane Homes.