In March of 2015, Premiere Estates Auction Company contracted me to rebrand their entire corporate identity, including a total redesign of their website. For several years, multiple designers had been separately contracted to create Premiere’s marketing collateral, and the result was a hodgepodge of mismatched designs with no coherent theme.

Over a period of four weeks, I presented five distinct branding options to Premiere’s management and marketing departments based on their pre-stated goals. Once the overall style was established, I began the process of re-creating and rebranding each deliverable; this included brochures, proposals, direct mail pieces, email marketing templates and business cards.

Premiere’s new look is elegant and minimalist, with a simplified presentation of information for greater readability. Neutra was chosen as the header font for its clean and distinctive, Art Deco-inspired appearance; and all body text is Avenir. Embellishment is minimal to allow words and images to speak for themselves.

Since Premiere Estates markets a wide variety of luxury properties, I decided that each property’s marketing would feature an accent color separate from Premiere’s corporate branding (but retaining all other aspects of the style guide). This allows each of Premiere’s listings to take on a distinct “sub-branding,” while staying true to the larger look and feel.