When "Do your own thing" becomes a thing.
Long & Foster’s brand was everywhere. Also nowhere. Diluted by inconsistent application across many service lines, offices and agents.
Freedom's fun until there are 15 fonts.
We realized agents love running their own show and valued independence. But they were also tired of reinventing marketing from scratch.
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
We facilitated workshops and talked with senior leaders, listened to customers, compared notes, made faces, nodded thoughtfully and got on the same page. The goal wasn’t just to make a style guide; it was to build a brand blueprint. Something to point at and confidently say that's the one.
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 isn’t just decoration, it’s a foundation for operations. A strong identity system gets people going and makes everything easier to produce. Here are four reasons why interactive brand standards are worth the build.
1
Standards ensure a brand is on point, regardless of touchpoint.
2
Shared resources scale across teams and break down silos.
3
It inspires participants to contribute to a shared vision.
4
It’s an accessible source of truth for a distinct brand.