Halden Estates

Real estate · Brand identity

ClientConcept — fictional brand

IndustryReal estate

ServiceGraphic Design

DeliverablesIdentity · Applications · Social

Year2026

Halden Estates sells and lets high-end homes in South and Central Jakarta. The identity trades the loud, glossy look of the property market for something quieter: an arched mark built from two towers, a classical serif, and a palette of ink navy, sandstone and brass that feels like architecture rather than advertising.

The brief

Create a residential agency brand for buyers spending IDR 5–30B who are tired of cluttered property portals and pushy agents. It had to feel trustworthy and established from day one and work on site boards, brochures, a listings website and social media.

The idea: permanence

Good homes outlast trends. Every choice, from the name to the stonework palette, aims to feel like it has always been there.

Where it lives

Sales brochure, site "For Sale" signage, leather key fob, floor-plan sheets, letterhead and envelopes, business cards, billboard, a listings website with property search, a mobile listings app, and an open-house social campaign.

Brand board

The identity across print, packaging, digital and environment.

Identity system

The decisions behind the brand.

Name

Halden sounds like a family name over an old front door: short, solid and easy to say in English and Bahasa.

Logo

an arched doorway framing two towers joined by a bridge, which forms an H. It reads as a home, a building and an initial at once, and holds up at 24px or on a 3-metre billboard.

Colour

Ink Navy #1B2533 for trust, Sandstone #E9DFCF and Ivory #F7F3EC for warmth and light, Brass #B08D57 as a single precious accent (door handles, key tags, foil), and Stone #8C8577 for quiet supporting text.