Kiemle Hagood Brand
THE REGION’S LARGEST COMMERCIAL REAL ESTATE COMPANY CONTINUES TO GROW—in employee size, divisions and services it offers, and into new markets throughout Washington, Idaho and Montana. But their brand and positioning was out of line with the company’s goals, its vision, and an opportunity to better-align with what customers and employees care about.
Holistic rebranding process.
So earlier this year, following a competitive agency review, DH led the company through a holistic rebranding process. Using DH’s Brand Mosaic process, we interviewed customers, collaborated with the Kiemle Hagood leadership team through a series of brand strategy workshops, and completed a comprehensive research on the firm’s competitors.
More than a new logo.
What we found and created with the leadership team is more than a new logo—although they now have one of those. It is more than new positioning language—although they have that, too. What we created was a brand that will align with and drive new business opportunity. A brand that captures the what’s different about Kiemle Hagood and what matters to customers, prospective employees, their existing team, and more.
A bold and modern identity.
Visually, Kiemle Hagood will own a bold color that we call “equity yellow.” Floods of this color will combine with a modernist typographic design that will be noticed. After all, the logo is used on thousands of real estate signs, billboards and ads throughout the region. It’s an especially clean, bold and modern identity.
Space for the future.
And the logo combines with a strong core brand idea: That Kiemle Hagood “makes space.” Space for opportunity—in working with clients to lease or build literal space. Space for good—investing in community growth is core to what motivates the company. And space for community.
How it all comes to life.
The new brand was rolled out to employees in November 2017, and external campaigns will hit the market in early 2018. Already, the brand is having an impact inside the company. It was received with excitement at an all-employee event, and the leadership team is motivated to use new market positioning to fuel company growth. Here are some examples of how it will come to life.