Abodu
Reimagining what a backyard can hold.
Overview
Abodu sells luxury backyard homes, delivered in weeks. Studio Mast branded the company, and I joined Telegraph Studio to bring that brand to life in the site design. That project turned into five years, most of it working directly with Abodu as an independent contractor.
My work was everything after the identity. I turned it into a digital experience, extended the brand and icon systems as the product line grew, ran growth experiments across the funnel, and designed the home builder tool. When Dwell partnered with Abodu on their own unit, I brought that story onto their site experience.
Site Experience
The product is simple. The purchase is not. Buyers had to understand zoning, permitting, delivery, and financing before they could picture the thing in their own backyard.
I designed the journey around that gap, from first click to final contract. Each model got a page that answered the practical questions and still looked like the product it was selling. Most of the traffic was mobile, usually someone standing in their own backyard, so the phone view drove the layout decisions rather than inheriting them.
Brand Systems
The identity arrived as a brand. It had to work as an interface.
Some of it was infrastructure. Icon systems for features, specs, and process steps. Patterns for how models get introduced, compared, and priced. Some of it was buried in the guidelines waiting to be used, like the logo cropped into window shapes, which became the way photography sat on the page and in editorial layouts.
Editorial
Working directly with Abodu meant the brand work was held to a conversion standard. I ran experiments across the funnel, testing how people moved from browsing to a real conversation.
The clearest lever was trust. People do not spend six figures on something they have not seen. So the work went toward proof: customer stories from real installs, a brand ambassador program where people could book time in a finished unit, and listings that let buyers stay in one overnight.
The Dwell House
Dwell partnered with Abodu on a unit of their own, the Dwell House, with Manual Design Agency defining the creative. My job was to bring the collaboration onto Abodu's site.
Dwell needed to feel like Dwell, Abodu needed to stay Abodu, and a buyer needed to understand what they were actually purchasing. I worked out where each brand led and where it deferred, then built the page around that.
Outcomes
Over five years Abodu went from one model to three, added the Dwell House partnership, and grew from one showroom to three. Every expansion landed on the same site, in the same system, without a rebuild.
Credits
Branding by Studio Mast. Site development by Telegraph Studio. Dwell House creative by Manual Design Agency.