Brand Identity
RedDoor
Client
RedDoor
Industry
Mortgage technology / Fintech
Role
Brand & UI/UX Designer
Year
2021
Services
Brand identity, Logo redesign, UI/UX design, Visual language
Tools
Figma, Illustrator, Photoshop, After Effects
Three basic shapes, one strong brand, one exit.
RedDoor was a mortgage technology startup on a mission to make buying a home feel simple. My first design lead was working with Ali Mackani at the time and recommended me as a freelancer to redesign the brand. Ali loved the result and asked me to join full-time as Brand and UI/UX Designer. From there I shaped the visual language of RedDoor's three products: a consumer finance app and two tools for real estate agents and loan officers.
RedDoor wanted to be perceived as a solid player in the market: not just an app, but a whole tech stack behind one clear mission, one-click homeownership. The old brand didn't carry that weight. And it had to stretch across three products for very different people: homebuyers in one of the most stressful moments of their lives, and the agents and loan officers working alongside them.
I built the logo from the three most basic shapes, a triangle, a circle and a square, each standing for something RedDoor cared about: its people, its products and the company itself. Together they form the R, with the square lifted out as its signature detail. Around it, I built a system where the masterbrand stays constant and each product gets its own expression through color and tone. Home, for homebuyers, is calm and welcoming, inspired by meditation apps, because buying a house is stressful enough. Hero, for agents, is bold and empowering. On the product side, I was part of the team designing the experience that shows buyers their buying power in under two minutes, with zero impact on their credit.
A strong, simple brand built from three basic shapes, each with a reason to be there.
Three products with their own personality that still clearly belong to one family.
A pre-approval experience, designed as a team, that shows buying power in under two minutes with zero impact on credit.
The Super Powerful campaign concept, which ran on RedDoor's socials.
RedDoor was acquired by Opendoor in November 2021. I stayed on for a full year, helping integrate RedDoor's flow with existing Opendoor flows. Opendoor still owns the tech.
The process
From freelancer to full-time
It started as a freelance brand redesign, recommended by my first design lead. Ali liked the work enough to make it a full-time job.
Three shapes, one R
A triangle, a circle and a square. The most basic shapes in geometry, and the most solid foundation for a simple mark. Put the triangle and the circle together and you get the R. Lift the square out and it becomes the detail people remember.
Every shape means something
The triangle stands for our humans: a strong foundation of spirit, mind and body. The circle stands for our products: unity, wholeness and an iterative process that never stops. The square stands for the company: community, integrity, direction and a safe place.
One family, three faces
A homebuyer, a real estate agent and a loan officer don’t need the same product, and they shouldn’t get the same feel. The masterbrand stays the same everywhere. What changes is color and expression: Home is calm and welcoming, inspired by meditation apps, for buyers in a stressful moment. Hero is bold and empowering, for agents. The Super Powerful campaign concept carried that energy to RedDoor’s socials. Different products, same family.
The exit
In November 2021, Opendoor acquired RedDoor. I stayed on for a full year, collaborating on integrating our flow with existing Opendoor flows. The tech is still theirs.
Next project