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CASE STUDY
CASA REAL ESTATE
HOW TO REFOCUS YOUR BRAND
FOR A TARGETED AUDIENCE
ABOUT THE CLIENT
CASA REAL ESTATE team is on a mission to empower people to become homeowners, achieve financial freedom, and excel in life. They have been building and flipping the homes for over a decade in the Dallas/ Forth Worth area. They use their experience and insight to negotiate the best deal whether people are buying, selling, or investing.
CHALLENGE
SOLUTION
Casa Real Estate has been in the business of selling homes for decades, but they are not getting a lot of people interested in their investing and financial workshops and courses. They want to rebrand and included there financial literacy aspect to their brand.
The solution started with in-depth brand research and from that, crafting a brand strategy that positioned Casa Real Estate as a friendly, educational stop for homebuyers. Using the brand strategy, I developed a flexible and distinctive brand identity system. Casa Real Estate will focus on social media post to educate on the housing markets and sell online and print work books. Casa Real Estate needed a logo, business card, brand style guide, and a marketing materials that showed the true essence of the business.
STRATEGIES
Discovery & Research
User Experience
Brand Strategy
Logo
Brand Style Guides
Print & Packaging
Signage
BRAND STRATEGY
Casa Real Estate caters to customers who want to buy homes and who want to educate themselves on the housing marketing. Casa Real Estate built a company culture that empowers and trains a diverse group of clients. To understand the needs of these customers, we created unique user profiles to represent the attendees' range. I also sent out a questionnaire that helped paint a clear picture of their demographics, psychographics, needs, and wants.
BRAND POSITIONING
Understanding what Casa Real Estate's brand is and who they are created for helped define the company's positioning statement. This sets the tone for everything organized for the brand.
Creating financial workshops for homebuyers focused on buying, selling, and investing homes.
We are here to create a educate, empower, and excel homebuyers.
why?
how?
what?
We are creating a friendly,
educational one stop shop for new and old homebuyers.
Audience | Sarah
Audience | Angelica
Audience | Leo
Audience | Sarah
1/3
UNDERSTANDING
THE USER
Casa Real Estate want to empower the community. To understand the needs of these customers, we created unique user profiles to represent the range of the users. This painted a clear picture of their demographics, story needs, and solutions.
DEFINING
THE BRAND
Through a series of exercises in the strategy session, we were able to extract and refine the brand attributes. This defined the brand’s personality: how it should look, sound, and act.
the principles that guide us to definition
BRAND IDENTITY SYSTEM
Excel
Empowerment is another pillar of Casa Real Estate's goal. They want to give people the tools to invest, sell, and buy
Casa Real Estate is in
the business of helping people find homes.
They want to seen as
the friendly neighbor.
Education is integral to
the goal of Casa Real Estate, because they
want bring more power
to the everyday person
in their community.
Excel is the final pillar of the Casa Real Estate goals. When you become empowered by education you will have all the tools you need to excel.
warmth
educational
empower
Billy's Cafe Deli & Pub is an up and coming staple of Sutphin Blvd. Queens.
01 logo
02 color
03 typography
01 LOGO
LOGO variations
SYMBOL
LOGO TYPE
Casa Real Estate's main goal is to empower, education, and excel, but they also wanted be welcoming and helpful.
The logo font is called Morganite. Morganite is
bold, classic font with a lot structure that balances
the accompanying graphic.
house
bulb
bulb
house
The house as the light filament is a symbol of success, and gaining a house
The Bulb ties in the theme of knowledge. A Eureka moment!
THE MEANING BEHIND THE SYMOBOL
Casa Real Estate's main goal is to be empower, educate, excel but they also wanted to be welcoming to their clients. There needed to be a warm and trust worthy way to present the company as well.
1. THE Bulb
The Bulb represent education and runs with that theme
in a whimsical way.
2. THE House filament
The house filament represent someone gaining
house like one gains a new idea. The bright light is the also a symbol of winning and plays into the word empowerment.
LOGO IN USE
02 color
hex: #EEC43D
yellow
hex: #000000
Black
primary
color
hex: #FFFFFF
white
brand color palette
I created a new brand color system for Casa Real Estate's that is warm, empowering, and educational. The primary color is yellow, which also serves as the brand color. The secondary palette allows Casa Real Estate compliments the primary color to boost brand awareness and not limit any creativity.
Logo color variations
03 typography
brand title font
The logo font is called Morganite. Morganite is bold, classic font with a lot structure that balances the accompanying graphic.
BRAND FAMILY FONT
The body font is called Creo. Creo is sleek and minimal font that works well with the primary font of the brand.
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