The Group
A legendary company gets a story and identity to reflect its vision for a better world.
- Positioning
- Messaging
- Brand Story
- Logo Design
- Brand Identity
Founded in 1976 by Larry Kendall of Ninja Selling, The Group pioneered the concept of agent ownership. Today, each agent shares ownership of the business, which attracts top-tier agents who want to achieve financial freedom.
The Group’s problems were familiar — a strong company, quality leadership and agents, obscured by an old look and an outdated story. They wanted a new brand campaign to convey their belief system and an identity that felt polished and modern.
We began by creating a framework for the brand by identifying its world view, mission, vision and brand characteristics. With our strategic foundation set, we moved on to external messaging.
The Group’s belief system came to life through a brand manifesto — a declarative, emotive statement we craft that acts as the summation of the company’s storyline.
We capped off the brand story with a new campaign slogan, “Build Amazing Things,” to position The Group as a responsible corporate citizen that uses real estate as a means to creating personal wealth, stronger communities and personal well-being. The slogan embodies how the company continually builds upon its success by improving the lives of those around them.
The Group’s former logo was part capital, part lowercase G. Part sharp lines, part curved ones. It was set to a color palette that didn’t represent or stand up to the stature of the company it identified.
The new logo is somewhere between an evolution and revolution. It takes a modern, sans serif font for the wordmark and and pairs it with a logomark in the shape of an abstract G. It feels both modern and retro — an homage to the company’s past, present and future.
The three shapes that comprise the mark form the basis for the brand’s identity system. We used the shapes to frame images and highlight copy. The shapes are a window into the life and landscape of Northern Colorado.
The new color palette is also evocative of the Northern Colorado region. It honors the original inspiration for the color palette — the blue sky, white snow, green trees and purple mountains — while toning down the bright, contrasting tones. The result is softer hues that mimic the natural surroundings of the area while presenting a company that is firmly rooted in its vision for the future.
