Founded by a Casper co-founder and a Rent the Runway executive, Block set out to productize renovation, pairing design and construction in a single system, beginning with the bathroom. The founders were still deciding what the company would sell: it needed a product and a brand. Leong Leong /XL developed the design system that became the product: high-level aesthetic priorities and rulesets producing a modular kit that fits most bathrooms and most styles, directional without sacrificing mass-market reach. We also consulted on the creative development of the brand, collaborating with Human to align identity, user journey, and digital experience with the physical product.