Taylor Home Collection Case Study

The Taylor Home Collection

Designed a modern and sleek branding identity for a premier real estate agent that resonated with her high end clients.

Branding

Logo design

Visual design

THE CHALLENGE

For this project, I had the opportunity to develop a comprehensive brand guide for The Taylor Home Collection, a premier real estate agent specializing in mid- to high-end single property homes. At the time of the project, the agent did not have a distinct brand identity that reflected her capabilities and expertise in the industry. Additionally, the current market in Colorado is saturated with novice and veteran agents with traditional and conservative brand images. As such, I was tasked with creating something that was not only sleek and modern, but easily identifiable in the mass of realty groups.

Role

Visual designer - I created a complete brand guide that included a logo, typography and color styles, along with print mock-ups on how to apply the guidelines to marketing assets from print to digital..

Skills Applied

• Visual design
• Logo design

Tools Utilized

• Figma
• Adobe Illustrator

TL;DR Objectives + Outcomes

With a saturated real estate market, The Taylor Home Collection needed a brand identity that not only reflected it's core philosophies but stood out amongst the sea the realty groups and individual agents. As such, I designed a visual brand identity that not only reflected a sleek and modern aesthetic but one that resonated with the agent's existing and potential clients. This process entailed creating a detailed brand guideline that delineates the usage rules for the logo, color palette, typography, and imagery.

BRAND GUIDELINE

As with all new projects, I held a kick-off meeting with the client to better understand their company and what they would like to accomplish visually followed by research within their respective markets. The information would then be utilized to shape The Taylor Home Collection's visual brand identity.

Based on the information gathered, I developed a brand strategy that focused on neutral, modern, and high-end visuals. This included defining the agent's mission, targeted clients, and unique selling points. With a mood board presented filled with specific interior design styles and exterior home models, I began to craft the visual identity.

• Logo design: I designed a logo that included an iconography of a house with the combined brand's typographies (Sulphur Point and The Impressionist). This blends architectural lines with the cursive/signature lines of the typography to represent a modern and sleek visual. It also showcases a versatile logo that is can go on various types of signage and digital assets.
• Color palette: To drive that sleek, modern look, we chose colors reflected the types of homes that the agent sold as well as represented maturity and a sense of softness to help ease the client's possible apprehension about buying on of them, if not the most expensive purchase of their life. This entailed shades of navy, nude/blush, and pale lilac.
• Typography: To ensure the font is versatile and legible on different marketing assets, we chose a combination of fonts--Sulphur Point and The Impressionist. The geometric sans serif typeface represents a more modern and sophisticated look while cursive latter font is indicative of a signature which is the binding act of purchasing a home.
• Imagery: The imagery strategy focused on showcasing interior and exterior of homes that she sold with bright lighting but magazine like shots.

TAKEAWAYS

This project gave me the opportunity to work more in the real estate industry and work with individuals that provided services direct-to-consumers. It also highlighted the importance of market research and really understanding the brand's core values and aligning that with agent's brand identity.