Berkshire Hathaway HomeServices

In just over a decade, BHHS has become a revered international real estate brand. I helped lead the client team and creative team through the process of a highly anticipated brand update comprised of brand foundation work, strategy, identity and a massive overhaul to the corporate website.

Work completed at 1000watt

“Could a brand simply claim that they were ‘forever’ and mean something to people across the world?

As an international brand, the BHHS team, lead by Senior Vice President of Marketing Wendy Durand, came with a list of complexities. The Berkshire Hathaway HomeServices brand identity has to work in both Minneapolis and Lisbon, for example, and for both luxury properties and entry-level homes in coastal, urban, suburban, rural areas and everything in between. It has to speak to agents and consumers. Its long name has to be able to stand alongside other potentially long names. And the brand has to mean something to people in each of these situations.

It started with a complete retooling of the brand foundation: their positioning, big vision, mission, purpose, promise, ethos and character.

The BHHS Brand Muse

One of the most significant tools developed for the brand strategy was the muse, an aspirational character with a narrative serving as the inspiration for branding, marketing, and operational initiatives like culture building and new products and services.