Manual
Dwell House
Dwell House
Dwell House
Dwell is far more than an iconic publication or an anthology of beautifully styled homes. For over two decades, it has been an arbiter of great design. After years of studying living spaces, the company has not only amassed a wealth of architectural knowledge, but also an innate understanding of how design improves people’s lives—expertise well suited for its most recent venture. Building a home of its own. In the wake of social upheaval spurred on by a pandemic, Dwell decided to apply its learnings to thoughtfully create a small, prefab structure perfectly suited for these ever-changing times. This move from publishing to a product meant we had to prove two things: not only was the Dwell House a natural extension of the Dwell brand, but with its premium price point, it's a cut above your average ADU (accessory dwelling unit).
Our approach:
Focus on flexibility.
The Dwell House might have a bedroom, but it doesn’t mean you have use it for overnight guests. We wanted to inspire the viewer and show how this unique unit can be adapted for any number of uses.
Think bigger than 540 square feet.
This isn’t just about a physical dwelling, it’s about the lifestyle it inspires. It’s important to show that a unit of this size allows you to bring the outside in and the inside out, so it lives a lot bigger than it looks.
Take an editorial approach.
It’s tough when you don’t have a product to photograph. Borrowing from the visual cues of the publication, we combined playful illustration with architectural drawing to supplement the visual renders of a product that was yet to be built.
Design is in the details.
The Dwell House, designed by Norm Architects in Copenhagen, sits at the higher end of the price spectrum, but that doesn’t mean it’s not great value. By highlighting the craft, care, and thoughtful design nuances of the house, we are able to separate ourselves from competitors, so we don’t have to battle it out over price per square foot.
“Exploring better ways of building has always been an essential part of what we do. We introduced the Dwell House because we not only want to cover design that responds to contemporary life—we want to make it a reality out there in the world.”
—
William Hanley, Editor In Chief, Dwell
The Dwell House logo uses the equity of the existing nameplate while introducing a superscript for the sub-brand name. This creates a typographic relationship reminiscent of two structures occupying a single piece of property. A horizontal underline alludes to the footprint of the structure and the expansion of living space. Vertical motion and changing type highlight the crane-in installation and flexibility of uses and applications.
Architectural line drawings serve to balance visual renders, demonstrate spatial relationships between primary and secondary structures, and introduce another element of design credibility.
Architectural line drawings serve to balance visual renders, demonstrate spatial relationships between primary and secondary structures, and introduce another element of design credibility.
Architectural line drawings serve to balance visual renders, demonstrate spatial relationships between primary and secondary structures, and introduce another element of design credibility.
Architectural line drawings serve to balance visual renders, demonstrate spatial relationships between primary and secondary structures, and introduce another element of design credibility.
Design details:
Visual elements use simple, refined line work echoing the design aesthetics of the Dwell House’s vertical cedar siding. Buttons, links, and visual call-outs use thin uppercase typography—a subtle nod to the architectural lettering you might see on a blueprint.
Expanding and contracting lines allude to the measured precision of the building process, the extension of living space, and the indoor/outdoor lifestyle the house inspires.
A palette of vibrant, natural colors works to counterbalance the neutral tones of the product itself.
Characterful illustrations introduce an element of warmth, demonstrating different uses for the Dwell House, while creating a strong connection back to Dwell’s editorial roots.
Reportage photography gives the viewer insight into the craft, care, and quality of the build, while echoing an aesthetic you might find in Dwell’s publication.
