The Leigh Marcus Project
“The brand overhaul has been outstanding—dialing in our voice, ethos, and strategy has truly elevated our presence. We're seeing tangible results from our social presence, videos, and outreach—all generating incoming and referral business. I deeply value your professionalism and the way you've seamlessly integrated with our team—you truly get us, and that's rare.”
While Leigh Marcus had been by far one of Chicago's top realtors for decades, the team’s ubiquitous marketing had become stale, and a turning point presented the right opportunity to refresh the brand and position for the luxury market in Chicago and the North Shore.
We started with Brand Strategy, affirming core values, analyzing the competitive landscape, detailing client personas, and updating positioning. The brand message: real estate can be done better, in a way that feels calm and optimistic, and be both profitable and pleasant, embodying the “new luxury” being about who we are and what we value, not just what we own. We crafted new taglines: "We're doing real estate differently" and "Integrity, Initiative, Insight.", and named the approach — Mindful Hustle.
Our Brand Identity refresh kept the existing logo as but created a new palette pulling in the colors of vintage leather, sailboat mainsails, Lake Michigan and the leaves of the White Oaks that grow along the shore, a golden Sauternes. We introduced new typography that balances authority with warmth, and established photography guidelines focused on an authentic, polished lifestyle.
We reenvisioned and designed their Print Marketing, including all copywriting, that transformed them from cobbled-together to elevated editorial that connects to the client in a wholly different way. For the Website we produced a hero video unlike any we’d seen in real estate, focusing on the lifestyle in the neighborhoods in which they specialize, wrote new copy and pushed features of the Luxury Presence web platform template to serve all site requirements without invoking customization by the provider.
As the engagement deepened, the scope expanded to strategic counsel across the business. We probed and elevated every touchpoint, elevating everything from listing email promotion to client gifting, transforming them from the generic and expected to high-end and highly-personalized.
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