In order to stand out in the Real Estate Market in Toronto, Ipekian needed to create a refreshed look for all its collateral and website. One key point: the logo was not to be changed. And we were tasked with this challenge.
Santarém researched the market in terms of visual identity and identified that generally speaking, realtors and real estate agencies usually prices the realtors' faces over the actual house. In other words, the realtor is more important than the client when it comes to visual recognition.
To change that for Ipekian, the new look for the brand was created to resemble photography framed in a gallery, by using neutral colours that don’t take away from the house, and at the same time using techniques such as the passe-partout to really give all the focus and attention to the product, in a way that the client can view the pictures in its entirety.
A new set of typefaces, colours and a new grid system were implemented, making the transition between print and digital as seamless as possible.