BHHS Brand Guidebook
Overview
As an independently owned franchise with Berkshire Hathaway HomeServices, Homesale Realty sought to stand out from the competition. While we maintained compliance with national regulations, we aimed to elevate our marketing and set a standard for all 36+ offices. We want our audience to recognize the new Homesale Realty Brand.
My responsibility for the brand guidebook was to develop an overall look and feel that represents our company's unique position in real estate. Collaboration within various departments laid the foundation necessary to create a book of standards shared throughout our entire organization.
My role
Lead Designer
Year
2022
We leaned more toward the traditional palette theme as it aligned with the company's values.
Primary Colors
The primary colors are Cabernet and White. The main brand color, Cabernet, is a timeless color connected to Berkshire Hathaway.
Secondary Colors
Espresso, Earth, Dove, and Pearl make up these secondary colors. These colors compliment the richness of Cabernet with softer, subtler tones.
Accent Col
Typography
Berkshire National font choices such as Marcellus and Manrope provided a clean and modern feel that we need to elevate our brand.
Logo / Tagline
Since Berkshire National already had a wide variety of standardized logos to choose from; we had the flexibility to create our own unique tagline that was tailored to our audience.
“Your World. Under One Roof.”
Visual Style
Sophisticated. Minimal. Polished. Timeless.
Developing Homesale Realty’s overall visual style was something I had been doing long before we decided to build our standardized Brand Guidebook. Our visual aesthetic is forward-thinking — giving our company a fresh look at how we want to be recognized within in our market.
Brand Messaging
Our brand messaging section is broken up into four main areas that outline our target audiences.
Brand Identification:
Our words and phrasing center around three main ideas – family, support, and stability
– and elicit feelings of comfort, safety, and excellence. We highlight our tools and
services but focus on the emotions that go into a real estate transaction from all sides
and for all of our distinct audiences.
Consumer-Facing Messaging:
Focuses on buyers, sellers, and all other real estate clients. A real estate transaction is a big moment in someone’s life,so we lead with emotion in our messaging, and back that emotion up with specific,
credible reasons to trust in Homesale Realty.
Recruiting Messaging:
Targets agents (specifically veteran agents) at different companies. We emphasize the support that agents on our team receive and we highlight Homesale’s special culture that helps agents thrive.
Retention Messaging:
Aimed to target our current agents. Our goal is to keep them engaged and excited about our tools, services, and support. We do this by reminding them of our value proposition and the unique support system, designed with them in mind, that they won’t get anywhere else.
We also launched digital ads to promote our new guidebook, that were displayed across social platforms such as: Facebook, Instagram, Chalk Digital.
Check out a few social graphics below⬇
Brand Identity Social Graphic
Customer-Facing Social Graphic
Recruiting Social Graphic
Retention Social Graphic
Final Outcome
The Brand Guidebook was a huge success across the board. We received praise and feedback from Internal staff and external vendors. Incorporating these standards into our companies workflow allowed us to see a boost in our overall recruiting and retention efforts.
Our teams overall success with the guidebook allowed us to create a cohesive identity that we needed to continue striving into the future of real estate.