The Coldwell Banker Global Luxury® name is well-recognized, but the brand identity and design were dated and out of step with the new Coldwell Banker® brand design and logo. Our challenge was to maintain the power and integrity of this successful brand while enhancing and updating its graphic appeal and ultra-luxury presence.
While Coldwell Banker’s competition is other real estate companies, in luxury, it’s not that simple. The affluent consumer is a very defined audience that interacts with a smaller number of channels, which are dominated by a wide range of luxury brands – travel, auto, jewelry, fashion, home décor and financial services. To attract the attention and trust of the luxury consumer, a brand must be competitive and stand out from all luxury brands and categories that are vying for their attention, not just other real estate brands.
Using these luxury brands as inspiration, The Studio created a stunning identity standards guide that set the tone for image selection, type styling, composition and voice with the new tagline, “Prestige. Pedigree. Power. The Global Luxury difference.” We then brought it to life with a beautiful seller presentation, yard signage, office design playbook, advertising, social media assets and emails. All speak in one voice and convey the ultimate luxury lifestyle.
As a result, The Studio’s Coldwell Banker Global Luxury rebranding campaign won national GOLD awards from the Association of National Advertisers and the In-House Agency Forum, in partnership with our client, the Coldwell Banker brand. To say we’re extremely proud is an understatement.
