THE PORCHE GROUP
Custom brand identity
The Porche Group is a real estate group that represents buyers and sellers in metro Atlanta in real estate transactions, whether it is land sales, residential, or investment. With honesty, integrity, and representation, The Porche Group provides clients with robust knowledge of the market, contact connections, and project management in a constantly changing and legally binding process.
The overarching goal of this project was to establish brand elements and guidelines that are cohesive, clean, and strike a balance between modern and timeless, and evoke luxury while being approachable. The branding was also created to have a uniqueness and meaning that promotes authenticity and differentiates the founder and her broader real estate group from competitors in the market.
Following strategic discussions with the client on brand direction, we decided to incorporate hand-drawn house and gas lantern graphics that are symbols of the architectural style that made her fall in love with real estate. Similarly, I created a complimentary brand pattern inspired by tile with a New Orleans-inspired flare, which is where the founder’s family is originally from, to reinforce the brand story.
Stylistically I opted for clean graphics and typography with hand-drawn components and a feminine touch to give a modern uniqueness and personality to the overall identity. The color palette heavily incorporated green, which was our established primary color, as it gives a balance of both warm and cool earthy tones to again, evoke a premium but inviting client experience.
MICHELLE PORCHE, FOUNDER
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