Zane
Zane MacGregor is a sophisticated real estate brokerage in Palo Alto, California.
Situation:
Zane contacted One Degree with aspirations to update their image, which was showing its age. The previous identity — logo, signage, website, business papers and various collateral pieces — was designed to communicate professionalism, akin to a law firm, and positioned them effectively versus early competition. Since then, however, real estate on the Peninsula has exploded. Business is both booming and cutthroat, resulting in a more competitive landscape with higher stakes. Although Zane has been extremely successful, their brand image no longer represented leadership nor innovation…two characteristics highly valued by Peninsula home buyers.
Solution:
Our charge was to maintain the professional tone while injecting authentic elements of energy, originality and humanity. Using a classic san serif font, we designed a clean, welcoming logotype that extended the poise of the original, while also projecting the strength and confidence it lacked. We also recommended dropping “MacGregor” from the identity as it was no longer relevant and difficult to spell correctly.
A new website and a complete set of company and client marketing materials fully extends the brand expression. The work has been widely noticed and, according to Adam Touni, one of Zane’s most successful brokers, has already had a positive impact on Zane’s bottom line.