Project
BoomTown brand identity
ongoing development
Solution
visual & verbal identity,
video identity
Role
Lead Designer, Art Director,
Creative Director - Video
Over 10 years, I led hands-on branding and video initiatives on the creative team at a real estate prop tech market leader. Utilizing friendly, strategic storytelling I created compelling moments for prospects and users to relate to, helping them along their buying and converting journey. The ongoing nature of this project allowed the evolution of a web 2.0 brand into the future, giving it the runway to become a leader in the real estate technology segment, through to acquisition in 2022.
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Source Sans Pro is Adobe’s first open-source font family and is known to be extremely legible at all weights and in all applications. Creatively we chose this font for its friendliness and familiar letterforms. Subtle, oblong curvatures in each character’s shape emphasize an approachable personality. Pointing to the relationships an agent creates when working in their community.
The art direction of photography and videography was rooted in removing the 3rd person's perspective, emphasizing face-to-face relationship-building experienced in real estate. I utilized shallow depth of field for a cinematic focus fall-off and a colored stage to achieve a documentary-style conversation with the audience.
MORE WORK ~
MORE WORK ~
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