BRAND + WEB
Hurley Real Estate and Auctions is your trusted auction partner in the Mid-Atlantic. They handle each and every property as if it’s their own. We're honored the team trusted us with digging into the heart of their identity and revamping their 30-year-old brand.
The Problem
Hurley Real Estate and Auctions works hard to maximize results for sellers and buyers of land, farms, and homes. Their dedicated team has deep knowledge from selling thousands of distinct properties. They have an incredible story to tell on why they are the best in their market, but their current brand and website weren’t capturing it to its full potential. Consumer expectations are evolving quickly in this digital age, and if you don’t keep up, your competitors will catch your audience’s attention—and trust—over you.
The Approach
We engaged in a full-fledged rebranding project with Hurley Real Estate and Auctions. This began with digging deep into their industry and where they fit into the mix among competitors. What really makes them stand out is the way they divide the land into parcels to sell it and maximize results for sellers. They also have impressive experience amongst diverse types of properties—land, farm, residential, and commercial. We set out to communicate these strengths throughout the new brand’s identity.
IDENTITY
- //Logomark / Logotype
- //Typography
- //Color Palette
- //Brand Book
We kicked off the creation of the new brand by creating a logomark that represents the Hurley name with a strong and modern “H”, built with parcel-like shapes to symbolize the unique way in which the team divides land. Our typography, Sans Serif, was carefully chosen to represent the duality of the Hurley Auctions brand—professional and friendly. The strength of the font evokes a feeling of established professionalism; its rounded features add a friendly, approachable feel. The clean and modern design makes it easy on the eyes. We hand-picked the color palette to convey Hurley Auctions as equal parts professional, friendly, and inviting. It’s composed of cool colors and neutral tones that match the scenery photographed for the brand. We packaged all of this into a brand book to enable the team to carry out the brand transformation.
voice
- //Mission & Vision Statement
- //Brand Story
- //Elevator Speech
- //Tagline & Living Lines
- //Service Messaging
Next, we wrote a mission and vision statement, a series of living lines, and a set of core values to communicate their dedication to leading with integrity, experience, and transparency in order to give the best possible experience to all who they serve. We carefully constructed the voice of the brand to convey six key characteristics: passionate, honest, innovative, experienced, authentic, and trusted.
TOUCHPOINTS
- //Brochure
- //Apparel
- //Folder & Letterhead
- //Envelope
- //Business Cards
- //Rack Cards
Lastly, we created a variety of touchpoints for their clients to interact with the new and improved brand. Because these are some of the most important ways people will get to know Hurley Real Estate and Auctions, we created a mixture of branded elements on a variety of materials, from hats and T-shirts to business cards and brochures, to letterheads and envelopes. We dedicated our time to creating each touchpoint to its highest potential quality, ensuring a consistent brand experience across the board.
WEB
- //Web Design
- //Web Development
- //Word Press
- //React & Next.js
- //Bright Integration
The next step was designing and developing a custom headless website. We created an interface that dynamically tells the new and improved story of the brand as well as effectively communicates important information about the types of land they work with. Our developers also built a smooth customer journey for everyone visiting the website to embark on and learn about open auctions, recent successful sales, and more.
