The real estate market has always been incredibly competitive, especially for younger agents just breaking into the business. How do you stand out from everyone else? Laura, the owner of Reality Realty Group, reached out to me for help on achieving this difficult task.

We started on a discovery call to discuss her ideal client she wanted to attract. We narrowed it down to millennials that were truly utilizing the latest technology when it related to the housing industry. These were the individuals that were searching homes for sale on Zillow, purchasing smart devices to make their lives more efficient and working in a more white-collar industry.

The problem this target market had, and why Laura opened up her own brokerage, was the lack of communication and overall customer service that was provided by popular names in the real estate industry. This target market are the hungry individuals that are trying to get ahead in a very unstable economy, all the while trying to maintain work-life balance - hence the use of technology to save energy and time. The last thing these individuals want to deal with is an unprofessional agent that is simply looking for the next sale.

When developing the moodboard for Reality Realty, the main message we wanted to convey through the logo and on-going marketing were that of...

The following research was performed and gathered during a one week period via 1-1 interviews and market research...

During the late 19th and early 20th centuries, America was going through several changes due to the advancement of technology. What is known as "Art Deco," this art style challenged traditional art that was seen at that time and pushed a more modern and luxurious tone. This artistic influence was perfect in expressing RRG's core values since Laura wanted to take a very traditional real estate industry and flip it on it's head with an innovational approach - similar to what the Art Deco style did for traditional art and design.

With the current real estate market using deep blues to psychological send a message of trust, we knew we had to stand out if in a lineup of other competitor's logos. With Apple being a huge inspiration for Laura as well as the market research showing the benefits of white and black color palettes, we knew we had to keep things minimal.

Yellow/Gold was used for the icon to continue to express that sense of luxury to white-collar Americans. The font chosen was "Blakely," developed by Mark Simonson and chosen due to it's complimentary style to the overall tone and theme of the logo.

In the beginning, the goal was to develop a logo that expressed modernism and professionalism while sending a tech-savvy vibe to millennials. I believe this was achieved through the intentional Art Deco inspired icon design as well as the overall color palette and typography. What are your thoughts?

Over the past 16 years of being a designer and working with small to mid-level service-based businesses, I've developed a familiar corporate & minimalistic style. So when the time came to use a more abstract design approach, I got really excited. I challenged myself artistically and ended up realizing my love for Art Deco. Every once in a while, it's good to get outside of your creative box and try something new. You might surprise yourself :)

Reality Realty Group is a start-up brokerage, so time will tell how this logo is received overall, but if early feedback is any indicator, the target audience is largely positive. I wish Laura all the luck in the world with establishing her new business and I look forward to seeing her growth. Thanks again Laura and RRG for the amazing opportunity!