Netlife upends the rules of real estate branding with its identity for Hjem and its mascot, Bo

For many people, buying and selling homes can feel daunting and all-consumingly complex. Hjem (‘house’ in Norwegian), developed by Norway’s leading real estate agencies, promises a more specialised and intelligent solution. A simpler and fundamentally better experience for buyers and sellers alike, it poses a competitive alternative to the current market leaders.

With a strong mission statement, “simplify the housing journey,” Hjem needed an equally clear and consistent brand image – something straightforward, distinctive, and scalable that could be consistently applied across all outputs. Oslo-based design agency Netlife positions Hjem’s unique solution – a smart, user-friendly platform – as a “Magical Partner,” a companion that facilitates the home journey for everyone, fostering a sense of security and ease in an otherwise complex process.

This concept takes the form of a highly charismatic and helpful mascot, Bo (‘to live’ in Norwegian). “As a completely new player in a competitive market dominated by well-established brands,” explains Senior Brand Designer and Strategist Sissel S. Johannessen, “Hjem needed to build recognition and trust quickly. A recognisable character could help create instant connections, making the brand more approachable and memorable.” In this context, Bo is designed to reflect the role of an estate agent – “always present, supportive, and helpful throughout the home journey.”

Johannessen reveals that Bo’s primary ability is his magic, always operating with a touch of spark and wonder. “Inspired by classic magicians,” he continues, “Bo can remove his ‘hat’ – his roof – and conjure up objects.” His rounded corners give him a friendly, approachable feel, while a vibrant roof tile orange colour ensures that he’s eye-catching. “A key focus was on his eyes,” notes Johannessen, “finding the right expression and level of personality while staying true to the brand’s mantra – keep it simple and easy.”

Bo was brought to life with the help of animator Ole Magnus Saxegård from Animasjonsdepartementet. “Together, we developed his movement, timing, and sound language. While Bo doesn’t speak, his sounds are made from human vocal expressions, giving him a warm and human personality.” He also magically shape-shifts like clay (transforming into different symbols like an arrow, a pen, or a bell) to emphasise messages and functions, adapting flexibly to any context – whether solo, with illustrations, or alongside his diverse friends. “While Bo remains the main character at the centre of the brand, his friends help him communicate in different contexts, reinforcing inclusivity and variety in a playful and engaging way.” The team selected a complementary colour palette that draws from the natural hues of a home to complement Bo’s roof tile shade of orange.

Likewise, the typographic choices echo Bo’s warm and reliable character, emphasising his rounded forms within the wordmark. The dot over the letter ‘j’ and the ‘.no’ are the same size as the pupil in his eyes.

For the brand’s primary typeface, Johannessen tells us, “We sought a geometric yet friendly font – one with strong legibility, well-crafted numbers, and a subtle touch of character. Moderat by Tightype met all our criteria. Its clean geometry, approachable feel, and slight quirkiness made it the perfect fit for Hjem’s identity.”

The design system follows the same principles of simplicity with personality while ensuring smart, clear communication for intuitive user experience, with digital implementation of the brand handled by the technology company Zrch. It features a flexible square-meter grid, where rounded boxes create modular spaces – much like rooms in a house. These adaptable shapes can be filled with images, houses, characters, infographics, and key messages in different contexts, ensuring a dynamic yet cohesive system.

Working within a tight three-month development timeline before launch, Netlife ensured that the identity could scale across all touchpoints while maintaining consistency. Crucially, it marks a fresh voice in the industry, truly distinctive in an often conservative market.

“The real estate industry is traditionally characterised by a serious, business-focused presence – often reflected in dark colours, strict design choices, and a formal tone. Similarly, existing marketplaces in the industry tend to be conventional and traditional. We saw this as an opportunity to break away from the norm and position Hjem as a fresh, modern alternative. The goal was to create a brand that felt more down-to-earth, friendly, and approachable – without unnecessary complexity or formality,” Johannessen concludes.