e homes
brokerage brand identity, core content, templates, & branded materials
Ohmigosh!
Exhibit Awards
Nominee 2022
How cool is that! The ehomes brand project is near and dear to my heart. Not only are the one of the coolest brands that I've had the opportunity to work on, but Jackie Soto is a cherished friend.
Great brands don't happen by chance, and they don't happen without company leadership that has absolute clarity on what they want to build. Jackie Soto and Elmer Morales had that and more. Where others saw barriers, they saw opportunity, and they dove in with a dedication that it too rare.
My task was to help them to solidify that vision and to make it tangible. The goals were to build a brand that showed how unique they are, that drew agents who shared their why, and that attracted the right audience in a very noise marketplace.
The Exhibit Brokerage Brand Award hosted by T360 Consulting and Maxa Designs is the national best of real estate branding award. Find out more on their website at exhbitawards.com
Meet ehomes
A Modern Boutique Brokerage
After merging a boutique real estate brokerage owned by Jackie Soto and a top area team led by Elmer Morales, ehomes needed a re-brand.
It was time to reframe the value set, show off their combined DNA, and create a distinctive brand identity that challenged norms and differentiated the personality of the new company.
Starting with identifying the brand persona and archetype, we worked through their core values, ideal audience, and brand strategy. These became the framework for the more tangible aspects of the brand, the visuals, and the storytelling.
Keeping the iconic orange of the old team, I blended it with other colors to bring pop and boldness while making it more modern and approachable. I also kept the "e" portion of the old logo to keep continuity with the team brand but modernized it. Everything else changed. The fonts, the layouts, the style, and the core content.
I added a brand glyph, the asterisk. In practice, it gives an additional visual element, but there's more to it. Like an asterisk in copy, it signifies that there's more to see. A reference point, so to speak, but of things to come.
Keeping It Real
Our Values Are Everything
Our core values are the heart of how we built our brand. They the first step in defining our culture, and they're the compass that guides our business forward. They stand out and reflect the unique personality of our brokerage, resonate with our internal team, and set the standard for what our community can expect when they work with us.
We take care to communicate them in a way that truly shows who we are, that we care, and how we're different from just any other brokerage.
Brand Values
What We Strive For
Lean In
Own it, gather input, take responsibility, inspire each other, love feedback, be focused, move forward.
Stand Up
Do what's right, especially when it's hard, earn trust, be honest, stay loyal, show up, get it done, be brave.
Think Big
Welcome new ideas, brak down barriers, build concensus, live in empathy, evolve & adapt, work with compassion.
Shine On
Just enough is not enough, seek greatness, strive for excellence, find a way, overcome obstacles.
Be Human
Check the ego at the door, listen openly, return kindness, be thankful, work as a tribe, value diversity.
Stand Out.
Blaze a trail, love change, lead the way, have courage, be creative, find solutions, take ownership, make everything better.
Brand Archetype
We're the Girl or Guy Nextdoor, the Everyman, the Neighbor. We're naturally empathetic, unpretentious, and resilient. We are down to earth, accessible, and friendly. WE have solid values and we're hardworking. People know they can talk to us and be safe from judgement. The goals of the Girl or Guy Nextdoor are to be accepting, to be helpful, to draw people in, and to create a welcoming feel of community.
The Girl or Guy Nextdoor
The Magician
The Caregiver
Real Life
A Human Approach
Our core values are the heart of how we built our brand. They the first step in defining our culture, and they're the compass that guides our business forward. They stand out and reflect the unique personality of our brokerage, resonate with our internal team, and set the standard for what our community can expect when they work with us.
We take care to communicate them in a way that truly shows who we are, that we care, and how we're different from just any other brokerage.
- Lifestyle is woven into the brand story
- We are an active part of our community
- We tell the story of the lives that we help to create
- We use our content to create an experience
- We live our values and act with care
DEEP CONNECTION
We are committed to and advocate for our community and all who live here.
EMOTIVE
Our brand and our content elicit a feeling of warmth & happiness
UNIVERSAL
We embrace everyone, every race, in every walk of life
Our Community
We serve all ages, all ethnicities, all faiths, and all family styles. Our images and content reflects the diversity of our community and home that we are all unique and valued in our own way.
Brand Style
Logos & Marks
Primary Logos
Brand Mark (Elmer's Asterisk)
Color Story
Primary Brand Colors
BOLD ORANGE
CMYK 0, 79, 96, 0
RGB 241, 92, 38
HEX #F15C26
SEAGLASS
CMYK 55, 4, 33, 0
RGB 113, 191, 181
HEX #71BFB5
PURE WHITE
CMYK 0,0,0, 0
RGB 255, 255, 255
HEX #FFFFFF
Text and Accent Colors
PURE BLACK
CMYK 75, 68, 67, 90
RGB 0, 0, 0,
HEX #000000
SUNSHINE
CMYK 7, 0, 94, 0
RGB 248, 242, 0
HEX #F8F200
Typography
ITC Avant Guarde Gothic Pro
Alternate Web Font Poppins
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
