This early-Millenial / late-GenX audience, raised on a concentrated diet of media and design, expects more visual cues than an older audience might when deciding the trustworthiness of professional services. Drawing on a visual language from outside of the real estate market itself, the identity is influenced by the luxe polish more common to fashion, fragrance and jewelry brands.
The identity system capitalizes on the well-established color psychology of financial security, while filtering it through a contemporary shift toward vibrant accents and subtle hues of luxury fashion and street art. The design supports the necessary ideal of stability while also capturing an enthusiasm and energy to match the personality of a younger audience.
Translating the brand from print to experiential, a considerable amount of research into materials and applications balanced against physical requirements of comfort and curb appeal. I enlisted a local space planner to handle the architectural aspects and to assist with the vendor assets related to the interior design of the space.
I worked with the client to identify the bigger picture early on to establish realistic expectations for cost and timeline. Counting backwards from desired due dates, the client could see that due dates were not arbitrary, and helped structure his need to co-operate in more neutral terms. Throughout the nearly four-month process, regular (weekly, if not daily) recap emails were sent to the client’s internal team to keep the scope of remaining action items at top of mind.