Studio Updates

GRASS! BRAND EVOLUTION

Grass! Design

12.07.24

5 min read.

Our Approach: From Open House to Grass!

Before Grass! had a product, it had a purpose: to simplify real estate workflows and give power back to agents. But that purpose needed a voice, a tone, a look, and most importantly, a name.

“We didn’t want to sound like a portal. We wanted to feel like a partner.”

This is the story of how we evolved from Open House to Grass!, a brand that grows with its users, grounded in clarity, trust, and warmth.

Our Process: Designing Identity from the Ground Up

🌱 1. A Name That Grows

Grass! is a metaphor. It’s about organic growth, strong roots, and everyday resilience.

We wanted something fresh but not gimmicky, something grounded in the agent’s real-world hustle.
No jargon. No vanity. Just movement and meaning.

🖋️ 2. A Voice That Speaks Agent

Our brand tone is confident but never cold. Professional, but human.
We write how agents talk. Whether it’s a tooltip in the dashboard or a line on our homepage, the tone says:
“We see you. We’ve got you.”

🎨 3. A Visual Language That Breathes

Color: We chose a fresh green (#21A676) for growth, paired with deep charcoal and white for contrast and elegance.

Typography: Clean sans-serifs that feel modern, but not sterile.

Layouts: Spacious, mobile-first, readable in motion.

The result? A system that scales across dashboards, PDFs, social, and signage, without losing character.

💡 4. Brand Is More Than Design

A brand is also a behavior. For us, that means:

Always replying with clarity

Always shipping with care

Always showing up with empathy

That’s what Grass! means to us, and hopefully, to you.

In Conclusion: From Identity to Integrity