New face to
Real Estate
Client name
INS
CLIENT SECTOR
Real Estate
Project scope
Brand identity
Editorial
Signage
Marketing Strategy
Website
Client name
CLIENT SECTOR
Project scope
This established family-owned business wanted to gain even more recognition for quality and service in the real estate sector. We recommended a change in branding, as we felt their current brand was fragile and not user-friendly for all print and digital formats.
We re-designed their logo to strengthen their brand. This was accomplished by creating a monochrome logo with subtle hints of personality and market reflections. This visual identity change has made them a solid reference in Portugal´s real estate market.
The original logo featured an old-school typeface – Bodoni – which made it classy but outdated. They used several variations in style and colours, which made it feel“washed-out” and didn´t allow for good brand recognition. The green colour in the logo would also sometimes clash with the images of the properties.
The previous logo featured a long, thin and sharp “sword” graphic, which could be interpreted as aggressive.
We altered this to feature a shorter and stronger graphic. The now-trimmed corners suggest architecture and property.
Their branded business logo is now bolder and cleaner, featuring a more modern typeface, reflecting establishment and trust.
We drew inspiration from INS´s slogan and incorporated space between the joints, suggesting “local” knowledge and “global” reach. The classy serif font appeals to the older client target group.
The modern clean font appeals to the younger/millennials client target group. The icon now has a better usage ability on the many new marketing touch points in the digital world.
We created a series of brochures that can be easily distinguished by the consultants as well as the clients through the colour-coding and font size of the titles. The secondary titles were designed to cause a reading after-effect on information about locations, properties and services.
The templates and styles created were intended for the different topics that INS planned to communicate to their database. These topics ranged from lifestyle newsletters to property highlights and even local news features.
Social media outlets are extremely visual, and the viewers have an infinite amount of information to scroll through on a daily basis. With this in mind, we kept the styling clean and simple, allowing the quality of the photography to reflect the service and calibre of the properties they are promoting.
The special themed property posts complement the newsletters, where INS can promote more than one property in each post, with a common element between them. We also designed special posts for holidays which were a combination of graphic sand pictures.
The signage was designed to be sleek and modern, using their signature pattern. This pattern is based on the N of their logo and we used it to decorate the bottom of the windows in mirrored vinyl. Themed windows were created for both the Fine Properties and the standard INS Properties.
INS aimed to substantially grow their development portfolio. We helped them with this goal by creating strong visual marketing materials, which are unique to each development, but still maintain the company’s visual identity.
From digital presentations and google adverts, to printed teasers, INS presents their portfolio in a way that not only makes it stand out, but also impresses the developers and instills them with the trust in representing their product.
INS's website was in need of a “face-lift”, however, they already worked with a well-known real estate software development company. We re-designed the website in such a way that they were able to replicate our design suggestions with their own software, resulting in a more unique look and feel.
