Brand Identity
SimpliHaven
SimpliHaven Branding
Creative Direction & Execution // Karli Lundquist
TL;DR
An early-stage real estate tech startup needed a brand and website that could make a genuinely complex, three-sided product feel simple and trustworthy from the very first visit.
The Brief
SimpliHaven connects realtors, buyers, and sellers on a single shared transaction timeline, so no one is left wondering what stage a deal is at. As an early-stage startup, they needed a full brand identity and marketing site built to earn trust fast, alongside an email system that could grow with the product as new templates were needed.
The Problem
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A Three-Sided Product, One Simple Story
Realtors, buyers, and sellers each need something different from the platform. The brand and site had to make that clear without feeling like three separate products stitched together.
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Trust Is the Whole Pitch
Real estate transactions are stressful precisely because visibility is usually so poor. The design needed to feel calm and dependable enough to counter that anxiety on sight.
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Built to Outgrow Its Launch
As an early-stage company, the brand and its assets needed room to scale, not a one-time deliverable that would need to be rebuilt as the product grew.
The Approach
I built out SimpliHaven's identity system, including the horizontal logo and standalone mark, then carried that visual language across the marketing site and email touchpoints. The goal was a system simple enough that a first-time homebuyer and a career realtor could both immediately understand what they were looking at, despite the underlying product being fairly technical.
The site's structure leans on the same principle the product itself is built on: show each person only what's relevant to them, and make progress visible at a glance. That shows up in the timeline visualization, the role-based feature breakdowns, and a restrained use of color and iconography that keeps a genuinely complex process feeling approachable rather than overwhelming.
Knowing more email templates were coming as the product grew, I built the email system as a modular component library rather than one-off designs, with reusable headers, content blocks, and CTAs that let future templates stay on-brand without starting from scratch each time.
The Work
Website and Email Design
The Outcome
SimpliHaven launched with a complete brand identity and web presence built to support a growing, three-sided product, along with a scalable email system designed to expand as the company adds new campaigns and touchpoints.