menu
Madeline
Madeline
Madeline
brand identity
brand identity
/2026
/2026
the brief
Halden, an interior and architecture studio, did quietly excellent work but had a portfolio site that got in the way of it. Heavy layouts, tiny images, and a brand that competed with the projects instead of framing them.
Halden, an interior and architecture studio, did quietly excellent work but had a portfolio site that got in the way of it. Heavy layouts, tiny images, and a brand that competed with the projects instead of framing them.
the decisions
Stripped it back to almost nothing — full-bleed photography, a near-invisible wordmark, and type that stays out of the way. For a spatial studio the work has to breathe, so every design decision was about removing, not adding. The brand's whole job was to disappear and let the rooms speak.
Stripped it back to almost nothing — full-bleed photography, a near-invisible wordmark, and type that stays out of the way. For a spatial studio the work has to breathe, so every design decision was about removing, not adding. The brand's whole job was to disappear and let the rooms speak.
the outcome
Halden started attracting larger residential and hospitality projects, and told me prospective clients now arrive already understanding the level they work at — the site does the qualifying before the first call.
Halden started attracting larger residential and hospitality projects, and told me prospective clients now arrive already understanding the level they work at — the site does the qualifying before the first call.
