REACH Real Estate branding
Client: REACH Real Estate
Audience:
Homebuyers, business owners, investors and brokers covering both residential and commercial segments. It aimed to appeal to first-time buyers, upscale clients, startups, corporate entities, and seasoned real estate professionals.
My role:
Art Direction and Graphic creation
About REACH:
REACH is a Sri Lanka-based real estate company dedicated to fulfilling the commercial and residential property needs of its clients. Whether buying, renting, or selling properties, REACH provides unmatched opportunities and support, helping turn real estate aspirations into reality.
Project Scope:
Logo Design, Brand Identity Creation, Art Direction
The assignment focused on developing a cohesive brand identity, including a distinctive logo design. This process involved gaining a deep understanding of the company’s values, target audience, and market positioning. I started by conducting thorough industry research, analyzing competitors, and identifying trends that resonate with potential clients.
Concept:
The Reach Real Estate logo features a stylized house shape as its central symbol, representing the essence of home. The structure, with distinct upward lines, signifies growth, expansion, and ambition. These elements reflect progress and the company’s dedication to helping clients elevate their real estate experiences.
Brand Color Challenge:
The client expressed a strong preference for blue, red, and black as primary brand colors. This posed a challenge, particularly in ensuring visual harmony. The contrast between blue and red can be striking, requiring careful balancing, while black, as a neutral tone, adds depth but may sometimes overpower the vibrancy of the other colors.
Logo Variations:
To address this challenge, I designed a primary logo incorporating the preferred colors, complemented by several variations to refine and enhance the overall aesthetic appeal.
Typography:
The company name, REACH, is presented in customized stylistic lettering to create a modern and elegant look. The design reflects the company's commitment to guiding clients in achieving their real estate goals and aspirations.
Acumin Variable Concept (Primary Font):
This font family offers multiple styles that can be effectively used across different contexts, from headings to body copy. The choice of font variation should be based on the specific scenario and the visual hierarchy of each layout to ensure clarity, readability, and aesthetic appeal.
Argue (Secondary Font):
The serif font Argue has been customized for the brand name in the logo. Due to its stylized nature, it is recommended to use this font sparingly to maintain visual hierarchy. While its distinctive design adds character, excessive use may overwhelm the composition.
Color Palette:
Blue conveys trust, stability, and professionalism, key traits in real estate. A touch of red adds energy and highlights important elements, reflecting passion and precision. I'm exploring how these colors function in real-world scenarios, and the palette may evolve as I collaborate with the client to refine their visual identity.
Brand Guideline:
The comprehensive brand guideline provided to the client serves as a crucial resource for maintaining brand consistency and integrity across various platforms and mediums. This document includes detailed instructions on the usage of brand assets, such as logos, typography, color palettes, and imagery.
Use cases:
Here REACH brand identity is applied across various touchpoints to ensure consistency and strong visual impact. From large-scale wall branding that enhances corporate spaces to magazine ads that showcase premium property listings, every element reinforces trust and professionalism. Stationery, including business cards and letterheads, maintains a polished brand presence in client interactions, while dynamic social media stories drive engagement and visibility in the digital space. These applications collectively shape a cohesive and recognizable brand experience.
