Holland Avenue Home | In Progress Brand Redesign

After six years of blogging, Holland Avenue Home is getting a makeover! The new brand is in progress and slated for completion by the end of 2022.

For this project, I am my own client. Since I've already established my own target audience and brand goals, I started the rebrand process by developing a moodboard (pictured above).

My audience is primarily composed of married, working women ages 25-20. They are homeowners (75%), pet owners (65%), and make more than $75k/yr (37% make more than $100k/yr). 90% say they turn to Holland Avenue for decorating inspiration and DIY projects, with a large interest in shopping secondhand. They trust me for my expertise and value my recommendations because they know my commitment to thoughtful homemaking and encouraging contentment. I only promote brands that align strongly with the niche of home design and DIY and provide value to my audience.

I want the new brand to feel as warm and cozy as the interior spaces I create. For the moodboard, I curated classic fabric and wallcovering patterns from a few of my favorite designers.

These patterns will serve as inspiration for custom illustrated patterns that support the Holland Avenue brand across all digital mediums.

The color palette is inspired by my own home. I gravitate towards classic, muted colors in a perfect balance of warm and cool tones.

Above: Holland Avenue Design logo pictured with Sister Parish Dolly Fabric in Lettuce colorway

Holland Avenue Home is the name of my interior styling and DIY blog. At the start of 2023, I will launch Holland Avenue Design as a subset of the umbrella Holland Avenue brand.

Holland Avenue Design will offer brand design services for interior designers and bloggers.

My goal is to translate the feeling of home into the digital world so that a designer's online presence is an extension of his or her interior design portfolio.

Stay tuned for the launch of the new Holland Avenue and www.hollandavenuehome.com in January 2023!