The strategy for 2025 was to present a more firmly branded, unmistakably “Josh” experience. Rather than leaning on abstract visuals, we shifted toward real homes, real environments, and real use cases, showcasing exactly how Josh shows up in the everyday spaces where it matters.

The demo room played a central role, designed to be deeply immersive and hands-on. By grounding the booth in lived examples and architectural context, the goal was to strengthen brand recognition while demonstrating the tangible impact of Josh’s new AI capabilities across the home.

The visual direction leaned directly into Josh.ai’s established brand language, its colors, textures, and signature typographic system, creating a cohesive environment that felt mature, confident, and connected to the product experience.

A central feature was the immersive demo room, designed to feel like Glass House, one of our flagship case study homes. Visitors stepped inside a space inspired by its architecture and design language, watched a custom intro video about the home, and saw how Josh and partner products fit seamlessly into that environment.

A gallery wall introduced a curated, story-driven display of this year’s major releases, paired with imagery from a featured case-study home. Attendees could explore it while waiting in line, giving them an immediate sense of what’s new and how Josh fits into real projects.

Three interactive product “panels” extended this idea further, each representing a different home. Visitors could test various products and how they’d appear in these environments.

The overall visual language prioritized clarity, familiarity, and real-world storytelling, focusing less on spectacle and more on how Josh truly functions in the home.