Jack Conway

Jack Conway is a Massachusetts institution. They’re the largest independently-owned real estate company in their region, with a sales record that ranks among the top in the nation. They’re also a family business; a second-generation brokerage built on a reputation of family values as well as business savvy. I had the pleasure of leading their rebranding effort comprising the development of a positioning and messaging platform as well as naming, brand architecture and brand identity.

Work completed at 1000watt

While naming wasn’t within the scope, we recognized straightaway that over the years a certain something was lost in pursuit of a more neutral, corporate (and safe) veneer. We developed an entire pitch around why the original name was key to unlocking the success hoped for in the brand evolution. With agreements in place, Jack Conway (alone) would become the core to every other piece.

One of the central challenges we needed to overcome was the diversity in territory the brand covers. Dense urban communities to rolling countryside, agents felt like the brand needed to reflect their business more acutely. Over the years this demand had severely fragmented the brand into something that was very loosely tied together, if at all.

A new color palette was conceived from the red that had always signaled the Jack Conway brand. Turning up the energy on the red created focus and called for a supporting cast of neutral tones. These colors were inspired by the architecture and the landscape of the region, from urban slate to coastal sandstone and blue.

Versatile motifs lend added depth and movement.

To enhance the brand identity even further, a series of motifs were created to honor the diversity of Jack Conway’s region. They’re inspired by the straight lines and geometry of Boston’s cityscapes, as well as the organic shapes of the South Shore’s coastal waves and country landscapes. These shapes have dynamic rhythm and movement, similar to music. So we subtly nodded to those qualities in the naming convention of the motif system. They enliven our backgrounds and open the possibilities for a variety of layout applications.

Welcome to Conway Country.

This shoreline graphic adds another strong element to Jack Conway’s visual identity. It connects directly back to their brand’s heritage, combining their familiar iconography of a bird with typography that proudly proclaims their motto: ‘This is Conway Country.’ It’s a touch of iconography that brings their legacy full circle.