Project Overview

FifthHouse’s
Brand Identity

Client: FifthHouse (Creative Studio)
Location: Tennessee-based, serving clients across North America
Audience: Startups, marketing teams, and growing businesses seeking strategy-led creative support

Scope of Work

  • Naming, verbal identity, and positioning

  • Primary logo, submarks, and icon system

  • Color palette, typography, layout standards

  • Website design and brand application

  • Social templates and brand voice direction

  • Business system design (cards, proposals, templates)

  • Design a brand identity for a creative studio that would feel sharp, original, and unmistakably personal. It needed to signal strategic clarity, creative range, and emotional intelligence.

    The brand had to capture a complex mix of attributes: bold but considered, intuitive but grounded, stylish but not trendy. As the founder, I had to create enough distance from my own preferences to build something that reflected the studio’s values, not just my personal style. The identity also needed to be flexible enough to grow with the business while standing out in a saturated creative market.

  • The name FifthHouse draws from both astrology, where the fifth house governs creativity and self-expression, where a house represents structure and foundation. This dual reference reflects the studio’s blend of mystique and strategic clarity.

    The logo was designed to express balance and transformation. Two interlocking forms suggest harmony, momentum, and layered meaning.

    Typography plays a key role in setting the tone. The pairing of Young Serif, with its refined and expressive forms, and Bitter, a grounded slab serif with structure and contrast, creates a distinctive visual voice.

    The color palette is anchored in black and white, with bold accents of chartreuse, fuchsia, purple, and cyan blue. This mix allows for strong visual contrast while supporting expressive, editorial layouts.

    Every brand element, from grid systems to language, was created to reinforce FifthHouse’s ethos. The system is strategic, expressive, and precise. It adapts seamlessly across platforms and formats, maintaining clarity and personality across digital, print, and experiential touchpoints.

  • Deliverables were created with Adobe Illustrator, InDesign, Photoshop, After Effects, Figma and Powerpoint

Client Feedback

Peers, collaborators, and early clients have praised the identity for its clarity and distinction. Internally, the system has made brand-aligned decisions faster and more intuitive. It guides everything from proposals to social content with consistency and focus.

Results

  • FifthHouse launched with a strong brand presence and early project traction

  • The identity has attracted aligned clients across marketing, tech, and creative industries

  • The visual system established a scalable foundation for digital and print

  • The brand functions as both a creative expression and a strategic asset