Opendoor is a leading digital platform for residential real estate. As part of the company’s recent rebrand, Opendoor turned to DKNG to develop an illustration style and library of illustrated assets that would help unify the visual presence across Opendoor’s website, mobile apps, and other customer touchpoints. Due to the serious nature of real estate transactions, the style had to be both professional and also welcoming to potential users. We worked with the team at Opendoor to develop a system of varying degrees of fidelity - from large format hero illustrations down to a new system of one-color icons that could remain legibility at small scale. Check out the entire project below including excerpts from the instructional style guidelines and how the team at Opendoor continues to build out the illustration library currently.

One-Color Icons

For the set of one-color icons, the design challenge was to create both an ownable icon style that would mesh with the rest of the design system, while at the same time providing a quick read at very small scale where these icons are used in the OpenDoor app. Our solution was to transform the more rigid and default look of their previous set of icons (pictured in gray) into objects that could be rendered larger for a quicker read. A system of rounded corners and minimum stroke widths made for a more stylized look to the set.

Instructional Style Guide Excerpt

Opendoor Ongoing Development

Full Color Icons

The full color icons are used in scenarios that permit a bit more detail such as highlighting features of Opendoor in their online portal. Our illustration system built on icons that had been used previously, redesigning them with improved legibility and contrast, and in some cases simplifying and enlarging key content for a quicker read.

Instructional Style Guide Excerpt

Spot Illustrations

When more space allows for larger illustrations, such as landing pages in the Opendoor mobile app, spot illustrations allow for more detailed and complex real estate concepts to be communicated visually. Ideas such as buying and selling concurrently with Opendoor is a key service the company provides, along with tracking property values and potential offers. Throughout the series of spots we were also able to include a variety of architectural home styles to reflect the wide range of markets where Opendoor operates.

Opendoor Ongoing Development

Hero Illustrations

The hero illustrations are the star of the show within the new brand illustration system. These large scale illustrations were created for use on website landing pages and are designed with modular elements so they can easily work around other content on the page.

Initial Concept Sketches

Opendoor Ongoing Development