Selling landlords on housing justice


In partnership with Swell Creative Group, I refreshed the look of PATH's LeaseUp Los Angeles project. LeaseUp matches property owners with potential tenants experiencing homelessness. They wanted a refined brand and a new website that catered to their target audience of property owners. 

Our challenge was to find a way to elevate the existing colors and typefaces into an experience that would make property owners trust LeaseUp. We chose to lean into a tech-inspired look since our user research found that money was a key motivating factor for property owners. LeaseUp's existing san serifs were paired with 3D animated illustrations by Down the Street Designs.

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We took care to make the form sign-up CTA an easy and enjoyable process. Pulling from the existing shapes in the LeaseUp logo, an arrow drops down with a form when the CTA is clicked. Our look extended across social media and ads.