Turpin

Third-generation broker owner of his family’s company, John Turpin knew it was time to evolve the company’s brand identity without stripping away the legacy feel that was deeply appreciated by his corps of agents. This is a familiar challenge in the space — make an otherwise stale brand identity feel exciting, fresh and adaptable without feeling alien or inauthentic. The solution to this challenge is nearly always found by wrapping your arms fully around the client and making them part of the creative approach, listening deeply, challenging with respect.

 
 
 
 

An initial workshop revealed that the challenge wasn’t necessarily characterized by what was already there, but rather what was missing. Like many companies in the space, Turpin’s brand identity was rooted in a traditional monolithic logo treatment, a “signature color,” and not much else. Given today’s complex, multichannel landscape brands must perform in, it is critical they have a comprehensive identity system that could would span a number of use cases and environments (ie. signs, offices, web, social media, apparel/products, print etc.). This was all about refinement, tailoring and expanding upon what they had versus a total “rethinking.”

 
 
 
 
 
 
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