Driving Digital Adaptation
Alain Pinel Realtors
The Story
Alain Pinel Realtors (APR) was a family-owned residential real estate company in California with a focus on luxury properties. They'd already dominated the largely print-based real estate advertising arena for over 20 years when I joined the team full-time to refresh their outdated materials and expand that reputation into the digital landscape.
The Execution
Since real estate marketing predominantly consists of high-quality staged home photography, the weight of APR’s visual identity was in its typography. We upgraded the extravagant print-based script fonts historically used to express their specialty with luxury properties to similarly opulent web fonts that added flexibility while maintaining unity across their branded experiences.
Font Examples
To pre-launch the refreshed identity, we paired the new typography with stock photography to create a set of seasonal e-cards for the company's 1400 agents to share during the holiday season.
For the full external launch of the campaign, we featured the new fonts over immersive real estate photography and inspirational lifestyle photography in a campaign that captured the feeling of ‘home’ in various settings and we distributed updated assets across their advertising partners and published a redesign of their website homepage.
Weekly Newsletter Redesign
To fully unify the external and internal communications, I applied the updated typography treatment to stylized text throughout the weekly internal newsletter. I brainstormed with the veteran print-focused designer to decide on a style similar to a traditional old-school newspaper bulletin. I also collaborated with the full-stack developer and provided the base CSS and ongoing code edits to tighten up the implementation of these graphic-driven layouts.
Annual Review Infographic
Celebrating 25 years of Excellence, Alain Pinel Realtors showcased some of their proudest moments and statistics in a large infographic. I dug into modern implementations and visualizations of icons and data and this classic style evolved.
After stellar internal reviews and feedback, we decided to mold the larger infographic into multiple consumer-facing marketing slicks in the same style. Using long-standing knowledge, some of our follow-up pieces provided an opportunity to reiterate the companies strengths: local markets, global presence, luxury affiliations, and innovation tactics.
Video Post-Production
Throughout my time with APR, the marketing department refocused on producing and promoting in-house video content. This project showcases the design direction and final released versions of four seasonal videos for which I completed all post-production editing, working with cuts, audio, grading, and polishing the overall delivery.
Event Branding
As part of the digital brand refresh, we extended the fonts, themes, and photographic styles through smaller micro-branding opportunities for various internal and external events. We created a text lock-up for each event to feature alongside vibrant images and polished graphics throughout landing pages, third-party RSVP integrations, email correspondence, and in-person environmental signage.
