Brand Extension

This initiative focused on extending and modernizing the brand while honoring its legacy, strategically placing agents at the center of the brand experience and supporting their existing business.

Following a discovery phase that included stakeholder interviews, focus groups, and competitive research, I defined brand positioning, messaging frameworks, and target audiences. The project refreshed core brand assets: refined logo, signage, stationery, and supporting collateral, creating a cohesive, future-ready system that launched at the annual corporate event.

Developed for agents as the primary users while also strengthening trust and recognition with consumers, the updated tools elevated agent confidence, strengthened internal engagement and loyalty, supported agent recruitment, and reinforced brand differentiation in a competitive real estate market.