Greenfort | Brand Identity

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ABOUT BRAND

Greenfort is a commercial real estate agency that is concentrated on the purchase, ownership, and administration of specialized properties, and they do it with an unmatched level of transparency, dependability, advocacy, and professionalism, they provide their clients with ideal real estate solutions and also provide home sellers with an online platform and personal agents to help them make it easier to place their houses on the market and sell them. Greenfort serves as an all-in-one platform that collects, inspects, and evaluates data in real time to provide you with incomparable data and link you with the correct people, allowing you to get the full value out of your property.

PROJECT OBJECTIVES

1. Evaluate the fundamental traits that define the Brand; create a distinct personality; and translate these characteristics into aesthetic elements.
2. Develop a unified visual language that allows for easier identification, recognition, and public connection through emotive memory.
3. Update the brand's old design/visual identity, which was traditional, to something more contemporary.

CREATIVE SOLUTIONS

1. Visually portray a source of information that includes both nature and modern real estate.

2. Assign powerful expressions and features that are associated with the agency, creating a connection between the brand and its clients.

3. Emphasize the idea of the agency name itself and utilize it as the core concept for the building of the symbol, as well as other brand assets.

PHOTOGRAPHY

Photography is crucial in giving the brand a personal touch and dispelling the notion that our services is just for a select few. It gives us the chance to illustrate our objective and show that our service can benefit everyone looking to invest in quality real estate.

LOGO RATIONALE

The thought process behind the creation of the logomark started from the brand name itself, which was coined from the words "evergreen" and "comfort" hence coming together to create the brand name “GREENFORT” Having followed several mood boards, the word "greenfort" was again broken down into "green" (nature) and "fort" (abode/home). The words "sun and flowers" and "house" were used to represent nature and home respectively. These three structures were then creatively combined to create a bold icon that is both minimal and useful as the brand's logomark.

GRID

Beginning with the concept of a specified symbol, the grid was built using multiple trapeziums and a house shape with negative space to get a pleasing and visually cohesive result. The emblem is completely symmetrical, as can be seen on the side, and represents the three main constituents of the logo.

TYPOGRAPHY

"DM Sans" is the Sans Serif typeface that was used to create the logo. This font was tweaked in order to keep the shapes that indicate a modern, profesional and flexible brand. The optical adjustment was also used between the letters, visually establishing a fit which in turn makes reading more appealing.

COLOUR PALETTE

The basic color palette chosen to create the brand is supplemented by hues of green, based on market research and focusing on the brand's existing positioning. They are colors that convey the beauty of nature and the comfort in tranquility , as well as responsibility and dedication. These colors were used to create a secondary palette that can be used to help assemble the visual identity, especially in digital media.

BRAND APPLICATION

This is the rollout of the brand's new identity on all the brand assets, ranging from corporate materials like letterhead, business cards etc, to the banners, posters and all other marketing materials and other client’s touchpoints, A significant step towards allowing their clients to get to know the brand as an organization is making the brand communicate with its customers through a consistent brand voice and cohesive appearance.