‘The House of Concept’ is an important project since it is the branding studio under which David Pedroza creates commissioned and/or freelanced brands. He intends to one day grow it from the freelance department to a formal, brick-and-mortar brand consultancy and studio. The challenge upon this project was that it needed to showcase David Pedroza’s branding abilities, knowledge, and style without ‘trying too hard.’ So, the approach taken was to develop a branding that truly made it obvious David Pedroza is behind it, graphically (colors, types, formats, wording), and also by adding elements to the mix such as socks, books, and coffee, which gave The House of Concept a feeling of coziness, familiarity, and gravitating around the following central phrase for this project – ‘Talking with a friend at his welcoming home about things that are quite clear he knows about’.

– Great Things Happen –