When we set out to redesign Hearth in the fall of 2015, we thought the hard part was over. We had grown from a scrappy side project into a platform connecting thousands of hosts and guests across twelve countries. The product worked, but something felt off — our brand looked like every other tech startup, all cool blues and sharp corners, and it didn't match the warmth people felt in someone's home.
The Problem with Safe Choices
We tested over two hundred color palettes in the first month. Navy and slate. Forest green and cream. Every combination felt either too corporate or too precious. The breakthrough came when we stopped trying to be tasteful and started trying to be honest. What color is a front door? What color is the light in a window when you arrive somewhere new at midnight?
"Trust isn't built with Helvetica and hex codes. It's built with the feeling you get when someone saves you a seat."