Greenleaf

Greenleaf is an interior design studio with a specific point of view: the gap between aspiration and execution. Clients arrive with Pinterest boards full of rooms they love and no idea how to get there. The studio bridges that gap.

Brief: identity that signals translation work. Not loud. Not trendy. The kind of brand a homeowner trusts with their living room and a developer trusts with a 30-unit block.

Interior design branding defaults to minimal sans-serifs, beige palettes, and lifestyle photography. The category is so saturated with “quiet sophistication” that it no longer reads as sophistication. It reads as default.

Three audiences:

1. Homeowners (35+): renovating or redecorating, Pinterest-led
2. Business owners (35+): offices that signal seriousness
3. Developers / Architects: reliable creative partner at volume

Each had to recognise themselves without the brand fragmenting.

The bet: distinctive enough to escape default, disciplined enough to never feel performative.

Visual logic:

• Custom wordmark with a leaf glyph: literal, precisely executed
• Primary palette offset toward grey-greens and silvers (away from wellness greens)
• Secondary accents: Sugar Plum, French Lilac, Umber, colours that show up in real interiors
• Righteous for the wordmark, Poppins for everything else

Logo system: Primary mark, horizontal lockup, monogram, square avatar. Each version built for a specific surface.

Palette: Six tones with hex, RGB, CMYK, Pantone. Sea Green and Grayish Green as primaries; Sugar Plum, French Lilac, Umber as accents.

Typography: Righteous for the wordmark. Poppins for body, humanist, readable, full weight range.

Imagery direction: Mood boards across residential, commercial, hospitality. Photography style for portfolio and marketing.

Pattern system: Geometric pattern from the leaf glyph. Reproducible at any scale. Envelope linings, secondary surfaces, digital backgrounds.

Application: Full stationery suite, signage, and digital guidelines.