“What would we create in this unique real estate moment if we had no restraints, no politics, no legacy baggage, and a few million dollars”?
The answer to this question was Avanti, a fictitious real estate company we “launched” at the the inaugural 1000WATT Brand & Marketing Summit.
In addition to building a business model with the help of some key industry advisors, we also developed the Avanti brand. That included a visual identity, high-level messaging, and a home page design + copy.
We started with brand attributes, which we translated into visuals, which in turn guided the design of the logo mark, color palette, and type choices. The Avanti brand’s “point of clarity” is choice. This was reflected in the logo mark itself, which uses a flexible typeface of our own creation. The visual identity and copy together communicate the brand strategy and position, and capture the spirit that inspired this effort.
The Avanti website’s home screen is a key touchpoint for manifesting the brand and communicating the functional and emotional benefits the company offers. Imagery, copy, and color work together.
Avanti is an app-driven experience. So we needed to show the app to explain what it does, while also communicating the high-level benefits is creates. And while this page needed to effectively communicate information, we also deliberately eschewed the typical “tech startup” look. This is real estate, after all.
Overall, we created a visual and copy hierarchy that moves from high-level brand language anchored in Avanti’s “choice” point of clarity, to key benefits and features, while effectively deploying the brand’s visual identity.
