In luxury real estate website design and
personal branding, we “dial-in” to our client’s DNA, their unique brand
identity as expressed through their favorite colors, their personality,
their values and other dimensions of their personal brand that make
them stand out from the competition. In selecting brand colors it is
important to also dial-in to the environment of the marketplace, which
is what we covered in Part 2.
Tempering one’s personal color favorites with the influence of one’s
natural surrounding can create the perfect harmony of colors.
Here, in Part 3, we discuss the opposite
approach in color selection: Taking color cues from the environment
and amplifying the theme to express the DNA of the personal or company
brand.
The use of texture combined with color
can change the entire mood of the brand identity and reflect what is
unique about the brand. For example, it can express a full range of
nuances in the spectrum between an informal brand and formal brand,
between a contemporary brand and more traditional brand.
Our client, Maurice Tegelaar, is a leading Wine Country expert
in Sonoma Valley and Napa Valley. Inspired by just the colors of red
and white wine, together we chose a burgundy and gold theme for his
personal brand. However, if you look closely you will notice that there
are many subtle shades and hues of red and gold in his brand identity.
Together, these colors create a more
formal mood, a level of sophistication that contrasts with the rather
casual and informal environment of the Wine Country. Yet, the
contemporary font provides an edgy detail.
Prior to becoming a top luxury real
estate marketing professional, Maurice was a CPA involved in financial
management operating out of San Francisco. He also has extensive
experience in interior design and a keen appreciation for architectural
details. Maurice’s brand style is understated, unconventional,
contemporary sophistication—timeless and elegant, yet with a charming
wit.
To express Maurice’s brand we used
gradations of color to create a clean, smooth texture. If you look
closely you will see many nuances of burgundy and gold colors, although
at a glance it looks like just two colors.
In Part 4, we will circle back to the
environment as the dominant influence of color selection. We will show
how an expanded palette of burgundy and gold tones express themselves in
sea scallops and also how an oyster, from the Chesapeake Bay, inspired
the team brand identity of the luxury real estate market leaders in
Virginia waterfront homes.
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