Coldwell Banker
Coldwell Banker sells more million-dollar-plus homes than any other real estate company. Yet, over 114 years of operation, their logo had barely changed; the brand was saddled with an inflexible, rectangular wordmark that suffered issues of legibility when scaled down or viewed from a distance.
I was member of the creative team that developed and launched their new "North Star" logo and provided the accompanying brand style guide. No touchpoint went unassessed, from letterhead and yardsigns to bespoke brokerage decor and building signage.
With a network including tens of thousands of agents and deep consumer familiarity with the previous logo, we were challenged in our reveal to appease multiple distinct stakeholders simultaneously. To amplify internal enthusiasm, we developed a mini-documentary explaining the rationale behind the new mark as well as designed a line of wearables that would become a point of pride for agents.
For our consumer-facing introduction of the logo, we produced a television and digital campaign featuring Simon and Garfunkel's "Homeward Bound". This work was punctuated by the tagline "Guiding You Home Since 1906", reinforcing Coldwell Banker's service function and their 114 year history.
These elements were further supported by print ads, brand collaborations, and sticker packs for social media.
