Appearances Matter
Tuesday, November 3rd, 2009
It may be the ultimate branding test: helping a real-estate agent stand out in a field that is beyond crowded and market to an affluent audience looking for distinctive homes.
Fortunately, Carol Meachum gave us plenty to work with. As a experienced agent representing sellers in Seattle’s most desirable urban neighborhoods, she brings an exceptional level of professionalism and experience to her work. Our job was to counter the gravitational pull of the real estate industry, where scattershot direct mail is the favored marketing tool. Instead, we recommended developing smart, distinctive marketing materials that look like they belong on the coffee tables of these homes – alongside brochures for other lifestyle purchases and investments.
The result? A coordinated set of highly targeted print pieces, as well as a ‘can’t put it down’ leave-behind package. Details like embossing, rich color, textured paper, and materials align her image with the high-quality residences she sells. (And we managed to do all of this on a budget that was far from corporate-sized.)
Of course, printers are every designer’s secret weapon. For this job, we called on Robert Horsley of Robert Horsley Printing (Seattle) and Bellingham-based Bison Bindery, handled the unique, Japanese stab binding.
