Caswell Commercial | Brand Design + Framer Design & Development

I had the pleasure of helping the Caswell Commercial team redesign their brand identity and develop a Framer website for their commercial real estate brokerage in Austin, TX to better reflect the quality of their services experience bona fides.

To help establish a clear and mutual understanding of where they are and where they’d like to go, I request my clients complete my comprehensive Brand Questionnaire to help when I begin visually mapping and documenting stylistic and industry design themes that resonate with their vision.

After a detailed mapping of the their preferences and design exploration, we settled on a combination of Big Shoulders Type and Messapia Bold for the logotype. They quickly preferred the monogram using Big Shoulders Type within a framed shape -- a cleanly balanced modern design.

To ensure all important information is highly-legible and accessible to their clients, the tertiary typeface used in paragraphs and formatted text, is Inclusive Sans, a typeface designed for accessibility and legibility across digital and print mediums. The colors are swatched from images of the surrounding Austin area and offer a sophisticated palette without and harsh contrasts or accent colors.

For their website, they wanted a modern and minimal website that functioned as digital business card and repository for downloadable property flyers. To help pre-qualify inquiries they wanted to avoid common industry patterns of grid and map views of properties commonly seen in residential real estate websites.

Clients completed a Website Copy Notion document that helped to outline the sitemap, define calls to action, and clarify the specific copy to include on each page.

Since our initial project has wrapped, we have continued our collaboration on a customizable Property Flyer template using Figma Buzz that includes the updated branding. This serves to help keep downloadable flyers linked in the Framer CMS current with the Caswell Commercial portfolio of properties.