Umbrello

Umbrello helps people rent and buy a home in the United States, a process that is famously opaque the first time you go through it. We built the brand and the first version of the product together: a full identity with a set of illustrations that carry the friendlier side of the story, a first dashboard where listings, paperwork and progress live in one place, and an interactive onboarding, animated step by step, that walks people through what acquiring a home actually involves. The aim throughout was to make something intimidating feel accessible without making it feel less serious.