real international
Real International offers fully-integrated brokerage and investment services with deep local experience and knowledge of international cultures and business. As an outsourced digital marketing and design team, brand identity was built by expanding and redirecting visual elements and messaging.
Brand Expansion, Web Design, Layout Design, Environmental Design, Social Media Design, Image Composition
Challenge: Investment centered marketing called for cohesively branded collateral with a necessary shift in tone from tradition to modern elegance.
Brand Redirection
Moving towards a modern brand voice meant updating language and style to connect with today's audience, by being more informal, culturally relevant, and digitally engaged while staying true to the brand's identity of timeless wisdom.
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Brand Guide
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Brand discovery with the client showed that the brand archetype should embody the Sage Explorer. Assessing the foundations of the brand identity, color, typography, and supportive graphics were expanded to embody the new direction.
Digital Presence
The website content was rewritten in the new persona, and visual design obtained a modern, clean flow across digital platforms. Email campaigns centered around investors were designed to be direct and business forward.
Event Design
Events crucial to incoming business for the company opened the door for branded environmental and informative print design. Subtle elegance was applied to convey information in a masterfully simple design manner.
Design Approach
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Color Palette Expansion
The color palette was expanded with Forest Green and Sage Green to convey wisdom and investment growth. Shifting from Gold to Forest for primary heading color helped solve for visual hierarchy in layouts.
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Addition of Supportive Graphics
Rounding out the brand for use meant exploring and defining supportive graphic elements. Gray cloud backgrounds soften and texture design settings, whereas the brush strokes and organic but bold windows into bright and optimistic imagery.
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Image Composition
Photography is composed of people with bright futures in mind, showing optimism and action. While white overlays and image fades are used to soften harsh edges in layouts with combined elements, image collages with rectangular frames are also utilized in hero settings for a clean design.
Outcome & Reflection
Real international was able to reach new investors and reconnect with clientele through a rebrand effort in both visual and written identity. Moving away from a stance in tradition, the brand now stood for growth and modern movement for investors.
Redirecting the brand elements and messaging with the brand archetype in mind paved the way for clear design decision making and brand identity growth.
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