Supporting a real estate sales community often means meeting the needs of the individual while adhering to a disciplined brand architecture as defined by the greater organization. It’s a balancing act. And we're good at it.
In designing a communications toolset for Royal LePage agent Mary Cardamone, we were challenged to balance two disparate objectives – aligning with the parent organization’s national communications standards and conveying a strong, independent identity for a top-ranked salesperson. In order to satisfy all parties, we needed a unified result in our design of a revised identity, website and collateral suite. Fortunately, Mary’s reputation within the larger organization gave us the freedom to explore and push boundaries.
For the identity and collateral design portions of the project, we enlisted our friends at Seesaw Creative Communications. Our shared design of the Cardamone identity provided both parties with a solid foundation for our continued work on parallel tracks, allowing us to simultaneously develop the print collateral and website. The end-result is indicative of a healthy exchange of ideas. For Mary, our collaborative and holistic approach yielded a uniquely individual graphic program.
Although limited to a website, our work for Bill James shared similar objectives. However, as Bill was new to the organization, we were not afforded the same latitude in our visual design. In stark contrast to our work with Mary, Bill’s site is more obviously influenced by Royal Lepage’s brand architecture and communications standards. Yet, we found a unique voice in Bill’s own writing, which we were able to leverage above our limited palette of graphic options.
