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 [back] |
