MonteVista Homes

An Oregon home builder carves a strong brand position

After 14 years, MonteVista Homes was ready to sharpen its story and revitalize its brand visuals. As an independent local builder, the company was ready to amplify its voice and identity and lean into its strengths amidst national and regional competitors in a way they hadn’t done before.

Our strategy was to find the uniqueness MonteVista brings to the table and stray far away from the usual language being used in the home building category — both visual and verbal. We drew from their team’s bright personalities and dedication to product and experience. And we built out a visual and verbal identity that stands out, while remaining true to their purpose.

“Make it home” emerged as the tagline that carries their mission and focus. Every nail, every milestone, every protocol, every piece of material, and every detail the team undertakes all work toward the goal of making a home for someone, not just a transaction to complete. 

We complemented this tagline with an array of messaging that celebrates the big and small moments of buying and owning a home, while expressing a unique personality not seen elsewhere in the building category.

Ain’t no mountain high enough

Rather than relying solely on a traditional wordmark, we focused on making the iconic symbolism of mountains the centerpiece of the brand. By removing an inverted triangle from a block shape, we crafted a distinct mountain icon featuring two peaks. This design subtly forms the letter “M,” creating a unique, seamless focal point for the brand that speaks to its name and location.

The color palette draws inspiration from the landscapes of central Oregon. Warm hues and earth tones were selected to reflect the human element of the brand while evoking a strong sense of place. This distinct color scheme provides a refreshing point of differentiation in the market, reinforcing MonteVista’s identity as a brand deeply connected to its environment.

Modular. Mountain. Monogram.

To infuse flexibility into the brand’s visual system, we explored how the mountain icon could expand into a more versatile graphical framework. By inverting the original boxed shape and isolating the “M” as negative space, we created a refined, flexible monogram.

This modular system allows the monogram to be deconstructed into two key shapes—the mountain and the triangle—offering endless possibilities for dynamic applications. These shapes can be adapted to fit tall, wide, or square layouts, with the negative space forming the “M” in inventive ways.