Treehouse.

As much as the Treehouse buildings and spaces look and feel chic, comfortable, cool, that’s not what home is about. These buildings are simply vessels for community, intentionally designed to make way for shared moments of serendipity and togetherness.

It’s a bonus that they feel welcoming, it’s a perk that the interiors are stunning. But beyond each individual living space is where the connections happen – from the dining halls to the outdoor gathering spaces, the gallery to the wellness centres. That’s something that came very much into focus during the photography strategy phase of this project.

Beyond the ethos of connection, support and participation, it’s a brand with many practicalities. It requires accessibility and flexibility to function, with applications covering wayfinding, signage, notices, programme scheduling and more.

To evoke a feeling is one thing, to communicate quickly and clearly is another. That’s why our approach was one of clarity and simplicity – from the font we selected, right down to the icons we designed.

As well as community, openness has been a thread through everything that encompasses the Treehouse branding and communications – from the logo to the photography, the language to the colour palette. The identity combines the warmth of inclusion and the safety of accessibility, with a reveal of the candid and playful moments of everyday life.

As a studio, we tend to set up camp in the strong, steady and timeliness over trendy or ostentatious. With this project, we had absolutely no doubt that this was the only approach. But with a Treehouse sub-brand, we set off on a more playful path. 

Community looks different to everyone. Place, people and culture all determine how that community functions and thrives. Treehouse is a celebration of that.

Part of that celebration is Rooted – a space that’s designed for meeting, reading, exhibiting, learning, playing, chatting, sharing, working, resting, dancing, inspiring or simply sipping coffee.

To highlight diversity and variety, community participation was integral to this sub-brand.

In depicting the idea and how we intend it to grow, we used work from illustrators and artists predominantly based in south LA. With budding artists based right in our own home, we got them involved in some creative experiments too.

But to launch – without a bank of collateral and assets, before any artist collaborations could take place – we used a modest and personal touch instead. We asked the entire project team to write the word ‘Rooted’, using the handwriting to give a hand-made, people-focus feel in what will be a limited edition kick-off.

Our aim, always, is to build brands that last – this was no exception. With its simplicity, straightforward systems and functional foundations, it’s set up for longevity and easy management for the internal Treehouse team. And, as ever, we’re there to act as brand guardians and collaborators for as long as they need us.

We felt inspired throughout this project – by the people behind Treehouse, by the organisation’s mission and by their approach to collaboration. We’re so excited to see what they do next.

If you’re bursting with passion for your project and want to work with a strategic design studio that can match that energy, get in touch.