Case study: Brand strategy, brand standards, creative leadership, copywriting

Case study: Brand strategy, creative leadership,
copywriting and editing

Case study: Brand strategy, brand standards, creative leadership, copywriting

A new identity for a legacy brand.

My mission

Lone Wolf had just acquired five companies, 12 products, and more than tripled in size. And we had a new vision to guide us: Simplify real estate.

My mission: Become one—one company, one platform, one experience—and bring a 35-year old brand from the past to the present and into the future.

My strategy

From positioning to voice and tone, the new brand would be what others in our industry weren't, a true lone wolf: Real, strong, confident. Simple.

Our brand standards would embody the company's new vision and—literally—make real estate simpler for all. We would honor Lone Wolf's proud legacy and build a new one, too.

Bringing the vision to life through voice

Authentic, bold, inspired, and accessible, our voice and tone made real estate so simple it could be explained to your parents.

Keeping the real in real estate

Inspired by the company's early days in a factory town, our aesthetic was straightforward. No cartoons, neon gradients, or silly things. We're real people doing real work in the real world. Just like our customers. And just like their customers.

Brand resources included:

Naming strategy

A strategy document outlining brand hierarchy and conventions for current and future product naming.

Brand guidelines

For color, voice and tone, typography, imagery, iconography, spelling and grammar, naming, and lexicon.

Core values

A corporate belief system embedded in performance reviews and hiring process.

Processes

For project management, crisis comms, and marketing output to ensure standards, quality, and consistency.

Templates

To speed up, simplify, standardize email marketing, digital ads, and internal review processes.

SEO guidelines

A mini style guide to naturalize keywords in copy and content and improve rankings, web traffic.

It wasn't always this simple.

Learn more about the brand's messy background—and how I cleaned it up.

Take me there!

Case study: Brand strategy, brand standards, creative leadership, copywriting

Case study: Brand strategy, creative leadership, copywriting and editing

Case study: Brand strategy, brand standards, creative leadership, copywriting

A new identity for a legacy brand.

My mission

My strategy

Bringing the vision to life through voice

Bringing the vision to life through voice

Authentic, bold, inspired, and accessible, our voice and tone made real estate so simple it could be explained to your parents.

Keeping the real in real estate

Keeping the real in real estate

Keeping the real in real estate

Inspired by the company's early days in a factory town, our aesthetic was straightforward. No cartoons, neon gradients, or silly things. We're real people doing real work in the real world. Just like our customers. And just like their customers.

Brand resources included:

Naming strategy

A strategy document outlining brand hierarchy and conventions for current and future product naming.

Brand guidelines

For color, voice and tone, typography, imagery, iconography, spelling and grammar, naming, and lexicon.

Core values

A corporate belief system embedded in performance reviews and hiring process.

Processes

For project management, crisis comms, and marketing output to ensure standards, quality, and consistency.

Templates

To speed up, simplify, standardize email marketing, digital ads, and internal review processes.

SEO guidelines

A mini style guide to naturalize keywords in copy and content and improve rankings, web traffic.

Case study: Brand strategy, creative leadership,
copywriting and editing