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.”