Nextdoor Brand Refresh
My roles: brand strategy, logo design, art direction, identity design, design for social media | Team: creative director, writer, illustrator
Design Challenge
I was hired by Nextdoor to kickstart a brand refresh intended to improve the perception of the brand, and to better reflect their new purpose and positioning. The challenge was simple: How might we move away from the existing generic and isolating house imagery into something that feels more inclusive and welcoming?
It Starts With a Wave
I spent days walking around my own neighborhood looking for inspiration. Could the new system revolve around an open door? A welcome mat? A cozy stoop? None of the traditional neighborhood imagery felt any more unique or inclusive than the existing suburban house icon.
One gesture however, stood out to me right away—the friendly wave. A wave is an opening. An invitation “to neighbor.” You know you’re back home when you see people you can wave to. A wave is all it takes. There’s no simpler or more universal gesture on the planet. It’s at once a show of respect, a hit of joy, and a reminder of the unique bond you have with your neighbor.
This friendly letter “n”’ is the centerpiece of the brand identity. It welcomes you every time you look at it.
Logo Shapes
The letterforms of the logomark inspired a set of shapes that served as building blocks for the gestures shared by neighbors. These shapes would become a cornerstone of the many different brand expressions I developed.
A Note on the Timing of This Project
One thing that was special about this project was that it started a few months before the Covid-19 pandemic and ended a few months after my son was born and during the peak panicky beginnings of the pandemic. Nevertheless, the message and tone of this project worked well even during those days. You could still wave at your neighbors, and connecting and helping each other was especially important. I was lucky to do this work when I did and to see the Nextdoor brand grow into its identity during a time that was really hard and isolating for a lot of people.
