While Coldwell Banker’s competition is other real estate companies, in luxury, it’s not that simple. The affluent consumer is a very defined audience that interacts with a smaller number of channels, which are dominated by a wide range of luxury brands – travel, auto, jewelry, fashion, home décor and financial services. To attract the attention and trust of the luxury consumer, a brand must be competitive and stand out from all luxury brands and categories that are vying for their attention, not just other real estate brands.
Using these luxury brands as inspiration, The Studio created a stunning identity standards guide that set the tone for image selection, type styling, composition and voice with the new tagline, “Prestige. Pedigree. Power. The Global Luxury difference.” We then brought it to life with a beautiful seller presentation, yard signage, office design playbook, advertising, social media assets and emails. All speak in one voice and convey the ultimate luxury lifestyle.
