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Very rarely does a client ask for a total branding makeover. More often, our partners have some components of their brand in place, but lack a compelling visual context for them. Johnson Properties, a major resort realtor, had invested in a strong logo design, but placed it in contexts such as “pub-set” ads, co-op brochures and rudimentary outdoor advertising. Strategy, mission, even tactical direction seemed lacking.
Surveying all imagery and messaging then in place, USFI was able to develop a total context to surround the logo properly. As the leading realtor serving a fast-growing resort area that just happened to be called Possum Kingdom, Johnson Properties needed to convey competence in meeting the needs of affluent homebuyers relocating from major metropolitan areas. With headlines encouraging prospects to “Discover Your Own Kingdom,” the realtor’s new context (and supporting strategy) played up both the name of the resort and the aspirations of potential buyers to become “kings” themselves.
The approach developed by USFI offered all the assurance and competence sought by targeted prospects with a sophistication unheard of in that market, using outdoor, brochures and carefully timed print ads. Weekend traffic to Johnson’s offices and websites saw dramatic growth, particularly from highly desirable, out-of-town prospects.