The Problem of Too Many Places
Long & Foster needed help. Its brand was pulled in different directions, diluted by inconsistent application across its different service lines and independent agents.
Autonomy at the Cost of Complexity
We discovered an insight: agents who value the freedom of running their own offices also wanted ways to make their marketing simple, clear and consistent.
How We Created Clarity That Scales
We saw an opportunity to create consistency without restricting autonomy, by launching an interactive brand guide that wouldn't box anyone in nor block anyone out. It would signal a shift from chaos to clarity. From many teams to "one" company.
Approach
I facilitated workshops to help our team gain a shared understanding of the brand. We needed to prioritize a unified vision. Stakeholder interviews with senior leadership and customer feedback helped validate our thinking throughout the project. We set out to deliver more than a style guide: this would serve as a blueprint to build brand confidence.
Services
- Brand Strategy
- UX Design
- Interaction Design
- Development
Brand Colors
Typography
To help drive adoption of styles across the organization, our brand book included a tool to help agents customize, preview and install their own email signatures.
Why Brand Standards Matter
Design is an investment in brand infrastructure. A good identity system can spark adoption, revitalize interest and spur production efficiencies. Here are four reasons to consider building interactive brand standards.
1
Design standards ensure your brand is on point, regardless of touchpoint.
2
Shared resources help you scale across teams and break down silos.
3
It can inspire people to participate in and shape a unified vision.
4
It offers an accessible, single source of truth for a distinct brand.