Texas
Ranch & Land
BRAND SYSTEM
As part of a luxury division, the goal for Texas Ranch and Land was to further differentiate itself as one of the highest grossing regions within the Ranch and Land (R&L) division of Compass Real Estate while maintaining elements of the already-established R&L brand.
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The project first began by presenting us with its own set of challenges, including a lack of targeted focus, and differing shareholder and marketing feedback. These hurdles were addressed through careful re-evaluation, interdepartmental communication, and design collaboration. The result is a versatile branding system that thoughtfully accommodates its diverse set of goals and objectives.
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Art Direction by Roxy Torres.
CHALLENGES & SOLUTIONS
In noticing the project's initial lack of targeted focus was putting an obvious strain in our team's resources and bandwidth, I immediately brought this to the attention of my collaborating Senior Designer and Art Director. Together we brainstormed adequate examination that would help us re-evaluate the project's primary objectives with marketing leads and shareholders.
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These objectives were to create a unique Texas-centered brand system that could also fall within Compass Brand Guidelines, and its Ranch and Land sub-brand.
THE RESULT
After thoughtful consideration of the newly-established project goals, I successfully crafted a direction that share-holders were excited about and chose to move forward with.
Following Art Direction, peer contribution, and continued marketing feedback, the result is a system that introduces elements playfully reminiscent of typical western ranching like cowboy hats, boots, and horseshoes. The black backgrounds of the R&L brand are replaced with a cream color that feels organic and rustic, while also implementing a grain filter to the photography to further characterize the system with texture and grit.
