In late 2004, realtors Lori and Kenny Fuqua hired Charlotte, NC marketing company Asterisk Creative to name their new real estate venture and design its branding, marketing strategy and website. The following details the creative process and strategy behind the work.
(PRWEB) June 28, 2005 -- Lori and Kenny Fuqua already had 8 years of success, selling over 250 homes in the Charlotte area as agents with Helen Adams Realty.
In late 2004, they hired Charlotte marketing firm Asterisk Creative to create a new company brand to work with their existing association with Helen Adams.
The following details the creative process and strategy behind the work.
Naming, Brand Identity and Tagline
Asterisk Creative started with naming the Fuquas new venture. Most realtors and realty companies adhere to the standard insert name here Realty technique. "We wanted to go with something more distinct and memorable", says Asterisk Creative partner Rick Oppedisano. "The result was Fuqua Fine Southern Homes, a name we felt reflected distinction and the quality residences Kenny and Lori sold."
The logo places emphasis on another memorable element of the name: the Q in Fuqua. The "Q" was drawn out as an element, giving it a look reminiscent to a magnifying glass, and used the tagline, Look No Further. Finding a home can be an exhaustive process for some people, explains Asterisk Creative Art Director Rob McCaskill, They look for realtors, homes, and advice. The magnifying glass and tagline reflect the cycle of that search process, as it ends with the Fuquas.
Asterisk Creative's final challenge was to create synergy between the Fuquas new brand and the existing Helen Adams brand. The taglines friendly but astute tone rang similar to the tone of the Adams brand, and the color palette was chosen to support the Adams brands colors. This was important since both logos were featured on the Fuqua Fine Southern Homes business cards and website.
Imagery and Collateral
The Fuquas wanted their brand to be unique and uncompromised by imagery that may have been created for a whole other purpose. Asterisk Creative shot all imagery in-house to create a visual language that matched the Fuquas values of high-touch personal attention. Having a photography team is in-house as opposed to outsourcing eliminates miscommunication between teams and ensures that the concepts, images, and copy convey a unified message.
When our attention turned to the collateral, a close eye was kept on affordability and flexibility. No two Fuqua prospects are the same, nor would they be approached as such. Asterisk Creative addressed this issue by creating professionally printed folders which contain PDF inserts that can be selected and printed in accordance to each prospects needs, and a series of direct mail templates to be utilized as needed. This technique is a cost-effective way to create targeted marketing collateral.