A new way to say Welcome Home

Hello Landing is a US-based platform that lets people move between fully furnished apartments across the country with a single membership. As the product matured, the interface needed a visual language that matched the brand's promise: sophisticated, accessible, and effortlessly human.

The challenge 

Design an icon system flexible enough to work across multiple platforms and screen sizes — from the web app to mobile — while staying true to Landing's relaxed, modern aesthetic. Generic icons weren't an option: every element had to feel like it belonged to the same world as the rest of the brand.

The process 

Started with alignment. Working alongside the head of design and the product team, we mapped out every platform where the icons would live and defined the audience they needed to speak to. From there, we moved into sketches with a clear focus on metaphor, visual coherence, and vector scalability. Stroke weight, color, and grid were locked in early to ensure consistency at every size. The system was stress-tested for legibility and finished with a comprehensive style guide for the design team to build on.

The result

A cohesive icon library that lives across Landing's product and marketing touchpoints — a quiet but essential part of what makes the brand feel polished and consistent.