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Happy Now Identity

Early into working as designer with The Happy Home Company, I lead a rebranding effort for a new service called Happy Now. The new offering represented a fundamental shift in how customers could interact with their home manager to get things done around the house: the ability chat via text message.

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The first step for me was to rethink the logo. I was excited at the opportunity to make a meaningful mark, partly because I had always had some issues with the original logo which I had inherited. The house symbol was appealing and struck the right friendly tone, but I felt the wrapped text could hurt legibility and overall it didn’t translate particularly well at all to smaller sizes.

After lots of experiments and iteration, in the end I honed it all down to a more minimal combination wordmark that incorporated what I thought were the most successful aspects of the original logo: the house symbol and the typeface.

Carrying over these two familiar elements as part of the new design created continuity and helped things feel new, but still on brand.

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In developing the second half of the wordmark - the word ‘NOW’ - I didn’t rely on any existing font, but chose instead to explore a set of custom geometric letterforms that would complement the existing font nicely but provide contrast.

Initially I struggled with how to present the home symbol and where it should go, until it found its natural home as a stand-in for the ‘O’.

These custom letterforms were later expanded into a full family for use in other future projects and initiatives going forward.

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Happy Now Identity
Year: 2015
Client: The Happy Home Company


  • Walker Design Did:
  • Visual Design
  • UI
  • UX
  • Webdev
  • Logo
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The official Happy Now t-shirt! Oh yes, its very, very soft...


And now for something completely different...

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