Red Oak Realty is an independent brokerage based in Oakland and Berkeley in the San Francisco Bay Area. It’s a powerful boutique with serious market share, unmatched local experience and an authentic soul that’s embedded in the communities they serve. But after 40 years, the visual system they were using in their marketing was no longer telling the story that existed beneath the brand’s veneer.
Redesigning the Red Oak logo was not part of the original scope. But after we wrapped up our discovery and strategy phase of work and ran a visual audit of the Red Oak brand system, we spotted an opportunity to evolve beyond where they were.
We got to work creating a new logo, color palette and complete visual system for Red Oak that would more accurately express the bold, authentic and colorful DNA of the brand. We abandoned the red oak tree because we felt the tree had become weakened in its overuse by other local, small businesses and that it wasn’t the strongest manifestation of the strategy we’d built.
We revealed the brand internally in January to a standing ovation from agents. It launched publicly in Red Oak’s communities in the spring, and continues to garner attention and accolades from members of the industry and local consumers.
"The process was grueling but fantastic at the same time. Stripping your company down and peering at it from every angle is not for the faint at heart. The 1000watt team knows their stuff, is engaging and their excitement became our excitement. Six months later, a brand was reborn. My biggest fear- that the agents would hate it - went unfounded. They love it."