The rebrand wasn't drastic. We didn't want a huge aesthetic shift from where we were. So the color palette stayed pretty much the same, slightly warmer. The logos changed a bit, mostly just the name. The same fonts were used to keep the brand shift subtle. We poured over names that were simple, had meaning, and were easy to repeat and get handles for (web address, Instagram, etc). They mostly centered around words that reflected our style... warm, minimal, simple, water inspired, and most of all different. We kept coming back to the word "swell". It had multiple meanings and was simple and easy to spell and rolled off the tongue with "house" added after it. It leaves the door open for other business ventures and really just felt right.

/ the meaning of swell /

adjective 1: stylish, socially prominent

2: excellent, used as a generalized term of enthusiasm

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noun 1: a long often massive and crestless wave or succession

of waves often continuing beyond or after its cause

2: a long, unbroken wave

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A swell is a group of waves that have gathered enough energy from the wind to reach another stage of maturity that allows them to travel well beyond the place of their origin. It can pass through and under another one and absorb them in their path, resulting in more organized, well-spaced, and well-defined swell lines.