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Brand Refresh and Repositioning for Today Real Estate


How to refresh their brand identity while preserving their many years of heritage and hard-earned brand equity. We were to help them transition from being perceived as sellers of lower to mid-tier homes, to being perceived as a sales-driven powerhouse brokerage optimized to sell higher-end homes.


After extensive stakeholder interviews that helped us garner insights into understanding their process and establishing a unique value proposition, we analyzed the marketplace, their customers and the competition.


Through these processes, we were able to provide a series of creative mood boards that guide and set the tone for the design of a totally unique, relevant and modern graphic identity. Many logo designs were presented in black & white at first, then various color executions were developed based on the learnings from the approved mood boards. Once the logo and primary color was approved, we designed business collateral and marcomm layouts including web, ads and swag. The brand was unveiled at an agency-wide kickoff event for all staff and affiliated agents.

Final Product

A modern, differentiated brand identity consistent across all marketing communications and tactics that serves to differentiate and elevate the brand.