Project Homefield is a new housing model that brings Marriott-branded extended-stay hotels and workforce apartments together on a single site.
Because the concept was new, the brand needed to make the idea feel clear, credible, and established from the beginning. It also had to connect with very different audiences, including government leaders, community partners, investors, and the people who would eventually call Homefield home.
At BrandDog, I created the logo and visual identity for the project. The logo was designed to give the Homefield name a clear and recognizable presence. I wanted the identity to feel professional enough for institutional and investment audiences, but still warm and welcoming for the communities it represents.
I developed the visual system through typography, color, layout, imagery, and supporting graphic elements. The system was designed to stay consistent across presentations, printed materials, editorial pieces, the website, outdoor signage, and construction-site communications.
Generative AI also played an important role in building the project’s visual world. Using the original project photography as source material, I created a series of new images and short videos. I explored different compositions, environments, lighting, and movement while keeping the architecture and brand recognizable.
The goal was not to create content that looked AI-generated. It was to produce new visual material that felt like a natural continuation of the original project. The process involved directing each scene, testing different approaches, selecting the strongest results, and maintaining consistency across still images and motion.
Together, the logo, identity, and AI-generated content helped turn a new and unfamiliar housing model into something people could understand, recognize, and imagine in the real world.
Client: Project Homefield · Agency: BrandDog · Cleveland, OH · 2026
Scope: Logo Design, Visual Identity, Brand Applications, Creative AI, Image Generation and Motion
