Nelson Walley Real Estate hired me to create a brand design and logo for their new real estate firm. Ned Walley and Debbie Nelson decided to start a new agency, and they had distinct necessities that they wanted in their branding. They together are two of the top-grossing brokers in Summit County, Colorado, with $60 million in total annual sales. Therefore, it was imperative to incorporate their past professional reputation to represent that in a new brand design. The process began with several brainstorming sessions with the owners and myself. Before these brainstorming sessions, I determined our top three regional competitors used as a baseline for critique. We broke down each one of these competitors and ranked them on their use of logotype, typography, images, and layout. These would then be categorized and organized. I was able to construct a basic set of needs from this data. The ideation process started by putting together several logo examples and then presenting this to the ownership team. We narrowed it down to what the ownership team felt best embodied their business and themselves with these different logo designs. I did choose brand colors based on the ownership team’s input. We incorporated the colors into their brand standards. All in total, we went through five different logo examples before choosing the final.
Competitor research mood board
I informed ownership of current competitor marketing trends and how these trends will influence future marketing endeavors. Next, I led brainstorming sessions which included mood boards, competitor rank, typography, and color. Finally, I ensured that their brand represented their expected goals.