brand strategy

Our strategic sessions quickly pointed out that as a team grows from decades of success, the strengths that got them there need to be understood and expanded on. From the brand's culture, their dozens of expert agents, and their expanding locations, we had our work cut out for us.

The priority: go back to the roots of the legacy, tighten, and rebuild for the future. We updated almost every single function of the brand from the logo, colors, tagline, and statements.

brand identity

We had a blast spending time with their leadership, internal creative team, and interviewing dozens of agents. From focus groups, more color tests than you can imagine, and hundreds of assets rebuilt, we developed a total rebrand that truly lived their heritage but is craftedt to take their passion further than ever before.

The strategy is bold, the design even bolder. It incorporates a distinct homage to Mid-Century Architecture, a style born in Mid-Michigan, but can be taken globally. We couldn't be more proud to work with their team to make this happen.