Living Stone
A Raleigh-area design and build company offering intentional home solutions for more connected living by founder, Amy Holderby
Scope
Brand Strategy, Brand Identity, Photography Direction, Web Design & Development
Collaborations
Photography by Jenn Hall Sweatte, Web Development by Elena Design Studio
overview
Amy’s Story
A native of Raleigh, owner Amy Holderby started Living Stone Building Company 17 years ago with a mission to transform the local home building process into a more intentional, connected and easeful experience for homeowners across North Carolina. Amy came to studio domka in a period of transition after parting ways with her business partner, seeking to not only reimagine the look and feel for her company, but to lay a deeper foundation for the connection between her business, and for that of the her family and team, too. After a comprehensive strategy process that unearthed the intention behind Living Stone’s mission — to cultivate more connected living — a robust brand identity and website design & development journey ensued to reveal a beautiful, new and refreshed experience for the Living Stone brand, one rooted in the comforting, familial values of home.
Moodboard
Interact: Click and drag the images in the moodboard.
PROCESS
An intentional process inspired by antiquity, context of place and familial values, rooted in connective meanings of home
Considering Amy’s personal associations of home, the unique context of the Triangle Area in North Carolina, and the importance of family for both her business and her life, the Living Stone creative direction was driven by a desire for simplicity, care and traditionalism. Design options explored a variety of serif typography pairings seeking to strike a balance of professionalism and approachability. The intention: to craft a brand for a company that builds homes to feel like home — beautiful, welcoming and ever-collaborative. Intentional details, like pairing Amy’s handwritten signature, customizing certain letters, and exploring distressed stamps, rounded out the process to bring out an antiquated yet ever-relevant and familiar final look & feel for the brand.
Final Designs
The HomeComings Podcast
“The world is not a fixed thing that we’re consuming — we are the creators of that world and every little bit counts. Even if it’s through just one person, one moment, one client, like helping someone see their home in a new light.”
A Portugal native, turned immigrant, designer, teacher, mother, and (as of most recently) business owner, Susana Goss and her creative journey inspires the fellow multi-passionate to (truly) “shed” all of the labels in life and embrace being all of the things. In this deeply heartfelt and vulnerable conversation, Susana and Ewelina discuss the origins of Shed Collaborative, Susana’s process of navigating the different “boxes” in life and throughout her career, takeaways from motherhood and how becoming a parent has changed her perspective on the world, and living each day from a place of genuine, open and beautiful curiosity.
Next Project
Hoss House