| GMAC Company Owned Real Estate
2007 ReBrand 100 Winners > merit
Industry: Real Estate - Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting/Challenge - Even as part of the 5th largest real estate company in the country, GMAC Company Owned Real Estate (CORE) had little brand equity. They operate in four distinct marketplaces – Chicago, New England, New Jersey, and San Francisco.
The high-level brand goals were:
• Develop an identity system to support the continued use of legacy names in each market,
while unifying the brand’s presence
• Produce a cross-platform campaign to roll out and support the company’s full line of services:
Buying, Selling, Mortgage, Relocation, Title, and Warranty
• Help the company maintain value in a market rapidly becoming commoditized
• Shore up the internal support of the sales staff
Strategy - The core strategy is to address the audience directly, identifying and respecting the fact that, for most people, buying or selling a home is the largest financial transaction in which they will be involved. The copy is purposefully intellectual, more conversational and educative in its tone than typical in the industry.
Result - A comprehensive line of materials was produced: new logo, tagline, color palette, identity standards, brochures, direct mail, environmental graphics, magazine advertising, newspaper advertising, websites, and television. The campaign has received 6 international awards for design and branding. More importantly, the materials are working at the consumer level, and have become a sales recruiting advantage.
Credits:
Client: GMAC Company Owned Real Estate websites: - www.carlsonre.com
and www.kinlingrover.com
Brand Strategist/Designer: Monahan & Rhee - www.monahan-rhee.com
Producer: Jennifer Sargent
Cinematographer: Patrick Ruth
Still Photographer: Gary Arruda
Editorial: Engine Room
Transfer & Color: Nice Shoes
Printer: RE Smith
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