HouseLab’s mission is to invite and inspire conversation—expanding the dialogue around equitable and inclusive housing through design. They aim to bring students, professionals, and community members together to collaborate, share ideas, and spark change. Rooted in the belief that design shapes quality of life, HouseLab serves as a platform for designing new possibilities for the future of housing in Richmond and beyond.
Brand Strategy
Brand Identity
Art Direction
Illustration
Website Design
From the earliest conversations, the focus was on uncovering a name that felt true to the work itself—something grounded, open, and full of possibility. HouseLab emerged from that process, capturing both a spirit of exploration and a commitment to real-world impact.
From there, Corling translated the underlying themes—equity, resilience, and human-centered design—into a visual language that supports and extends the work. The result is a brand that doesn’t just represent HouseLab, but actively carries forward its mission to shape more thoughtful, inclusive spaces.
The tone of the brand is grounded in resilience, empathy, sustainability, diversity, and community—values that shape both the work and the way it is expressed. A restrained, thoughtful modernity brings clarity to these ideas, allowing the human element to remain at the forefront. The result is a brand that feels both approachable and assured, balancing warmth with a sense of purpose and credibility.
HouseLab exists to research, question, and prototype meaningful solutions—because sustainable housing should be accessible to everyone.
“We invite you to share, question, and imagine new ways of designing for equity, resilience and joy.”
- HouseLab
Inspired by blueprints and architectural drawings, the logo mark is simultaneously subtle letterforms and a simplified plan for a house.
HouseLab’s identity is more than a logo—it’s a system designed to carry a larger conversation.
The logo adapts as a flexible system—from detailed to fully streamlined—across applications. Grounded in equity, empathy, resilience, and community, the result is a brand that feels lived-in, evolving, and built to hold both present work and future ideas.
“We explore how housing can support resilience—not just against climate, but in culture, community, and daily flourishing.”
- HouseLab
Diversity
Empathy
Resilience
Community
The HouseLab website was designed as a platform for exploration. Clean and intentional in its structure, it brings forward the mission while showcasing a growing body of work through case studies and projects.
Rather than functioning as a static archive, the site acts as a springboard—offering entry points into larger conversations around housing, sustainability, and design. Each project is framed not only by outcome, but by intention: what it asks, what it explores, and what it makes possible.
The experience is guided but open. It invites students, professionals, and community members alike to engage with the work and consider their role within it.
