Blume Custom Homes

Blume Custom Homes is a true luxury custom home builder in Scottsdale, AZ, specializing in 1.2—5 million dollar homes. Their sophisticated market and reputation for homes that are “hand-crafted works of art” demanded a brand identity rich with meaning executed at the highest level of intention. Inspired by Blume's seamless integration of architecture into the existing desert landscape, OVO built the Blume symbol of a yucca plant in bloom as both a representation of this core brand value and a visual play on the brand signature (which is German for the English “bloom”). Additional emphasis is drawn to the relationship between the value (bloom) and the name (Blume) through color. This relationship between functional, visual, and aural brand characteristics clarifies and strengthens the brand offering while positioning Blume in the upper echelon of their market.

Essential brand characteristics are further communicated through the application of the trademark to the business suite. Attending to “custom”, “desert”, and “bloom”, OVO developed a color palette inspired by the Arizona sunset, which is applied as a controlled variable to the various pieces within the business suite. Finally, bright, duo-tone imagery of the surrounding desert landscape and Blume architecture translates fundamental tactile elements into branded imagery.