When approached by Dian McManus to re-establish her brand as a luxury property real estate agent, there were a few things that came to light. During an epidemic that greatly impacted the economy, selling homes have become extremely challenging and competitive. It was key to have a strategic shift from the traditional corporate and polished images of $10+MM properties, to standing out amongst other agents by instilling the importance of emotional gratification of buying a home that's more far-reaching. We wanted to create a mindset that one's desire to purchase, was about making a home instead of focusing on the financial value. Depth and emotional value transcends the monetary.
The Luxurist LA name is befitting of Dian's bespoke approach to selling given her colorful background that started with banking, to being the founder of a children's clothing line, to becoming a highly respected and successful agent. Her creativity and taste on finding the right properties, vast knowledge on finance, negotiation skills coupled with an easy going personality, is the unique selling point for Mrs. McManus as an agent.
With buyers ranging from those purchasing their first home to those that purchased for investment, Luxurist maintains the elevated feel to cater to her diverse buyers yet aligns to our vision — to give the very meaning of wealth in today's society, greater depth. We used a series of graphic symbols that represented courage, wisdom, transformation, balance and creativity in our visual identity as the beacon that would define her brand. These graphics would then be overlaid on lifestyle imagery that gave it the story-telling element and texture needed to create a unique equity amongst her competitors. The color palette neutral and deep rich colors with a hit of boldness that makes it more relatable for her buyers. The logo, a modern insignia emphasized the gravitas of the visual system, using the Fleur-de-lis symbolizing life, perfection, and light.
Agency: Luxurist LA Creative Director/Art: Maria Samodra