Gillian Baker Team
Branding identity for Realtors that help people find home.
Assignment
Develop a consistent, unified brand identity that will be a new symbol of GBTeam’s business’s friendly, trusted, expert reputation.
Category
Professional
Deliverables
Research
Positioning
Strategy
Design
Brand Identity
Brand Standards
Story
I approached Gillian Baker Team about their non-functioning logo 2 years before we actually began working together. After seeing their logo reproduced poorly in a newspaper ad, I knew I wanted to have a conversation with friend and GB Team partner, April Baker. At the very least I wanted to make her aware of the negative impact a poorly functioning brandmark can have on their business.
In the early stages of research and discovery, we uncovered a lot about how GB Team’s audience felt about them, and how their existing logo did not represent their personality. The agency is owned by 3 vibrant intelligent women and the existing logo was dated, incorporated a script font that was hard to read and functioned poorly in areas where vertical space was sparse. I developed the new brandmark with more than one lockup that takes space challenges into consideration. It is modern, friendly and communicates home and real estate in an approachable, yet subtle way.
When I initially presented the positioning statement “No Matter Where You Are, We’ll Help You Find Home.” one of the partners thought I omitted an “A.” I explained that “A” home is a transactional assumption people make when house shopping. When you instead remind people that you help them find home, you’re letting them know that it’s about building a relationship with them and investing in their families. Home is where we celebrate, welcome others to the community and raise children. One of Gillian Baker Team’s tenets is that they’re not transactional, they’re relational.
