The marketing case
Three real estate agents wished to launch their own real estate banner in the Greater Montreal area. They needed a turnkey brand – including marketing positioning, name, logo and basic communication tools – delivered in a hurry, as their contract with their current banner was coming to an end in just a few weeks. The business objective was for the three partners to become self-sufficient while attracting additional agents to join the new banner.
The creative work
From the start, it was obvious the new company needed a strong positioning to stand out from large, established realtors, as well as Montreal’s countless small time banners. After discussing with the agents, we found they had a lot of experience selling multi-unit residential properties (duplex, triplex, etc.) and apartment buildings and found this market segment highly profitable.
The idea of a realtor focusing on selling plexes led to the company name, Plexagone. The hexagon shape became a recurring element in the company’s brand: logo, business cards, signage… Naive illustration was used as a basis for the graphic platform, communicating visually a plex cityscape while presenting a friendly, accessible company.
As the clients did not wish to invest in an expensive CMS website, we provided a more simple solution that instead made full use of social media. Properties are linked to their MLS listings and posted on Facebook and Twitter, where agents respond to user comments. Some properties offer a video tour on YouTube.
Only a few months after the banner’s official launch, twelve new agents had already signed on. More properties are being listed, and Plexagone is well on its way to become an established banner.
RoleBranding strategy, name research, art direction, graphic design, website design