The DL on Design: A Shift From Traditional

Bianca Sawyer

Lead Designer, Identity Marketing

The preconception consumer’s have around what a real estate agency traditionally looks like is what people are now trying to steer away from. At least they should. They’re approaching their visual identities with open minds, looking to other industries for inspiration on how to do things differently. By breaking the corporate and standardised mold, they are opening the floodgates to endless opportunities. We are seeing agencies being propelled above their competitors and producing brands that are creative, engaging and – quite frankly – really clever.

Now the floodgates have opened, how do you ride the ‘breaking tradition’ wave? A good place to start is to be more strategic when creating or updating your brand. For example, traditional real estate companies will choose a primary colour based on the fact it’s not already being used by a competitor in their area. Although choosing a colour that isn’t already being used is wise, it shouldn’t be the deciding factor. Instead of looking at their competitors, agencies are drawing inspiration from elements of their own company and making decisions based on what would be appealing to their target audience. The result is a brand that has personality and a uniqueness that can’t be replicated. In essence, competitor research is part of a larger decision-making journey.

But why stop creativity at the visual identity? The way properties are being marketed is varying from agency to agency, because agents have realised there’s no longer a one size fits all solution. For example, the humble property brochure is now being produced in many different shapes and sizes. Some are creating jaw dropping print pieces that buyers struggle to throw in the bin, while others are opting for a more environmentally friendly digital approach.

With this shift, brands are now thinking about the entire experience and are putting effort into every avenue a consumer might use to interact with their brand. Brands are looking more cohesive, all-encompassing and unique. Don’t get me wrong, in some instances, it makes sense to remain traditional because if it ain’t broke why fix it? But when the opportunity arises to solve a problem by breaking the mould, why not try a new idea? Don’t know where to begin? It’s a good idea to engage with a creative agency. They are conceptual thinkers and problem solvers that have experience in creating brands that have cut-through.

I hope you have been practicing your surf technique because the wave is here.

Think Bianca’s got some good ideas? So do we. Check out her piece on Good, fast, or cheap design here.