Cramer Group Brand Refresh
Prominent Las Vegas real estate company The Cramer Group approached me with an initiative to update their aging brand identity.
Cramer Group Brand Refresh
Prominent Las Vegas real estate company The Cramer Group approached me with an initiative to update their aging brand identity.
Evolution vs. Revolution
The client’s stated goal was to evolve the existing brand identity rather than completely replacing it: “more of an evolution than a revolution”.
Additionally, the client expressed a desire to create a “premium brand” that felt “modern and somewhat niche”.
Brand Inspiration
The client provided an eclectic list of “premium” brands he had an affinity for
Typography
Taking the brand inspiration into account, I presented a handful of typography options including variations on capitalization and font weight
Color palette
After numerous broad color palette explorations, the client selected his 2 favorites.
“Mint highlights on mellow blues” centered around a pleasing mint green and understated blue tones.
“Modern red meets classic navy” stayed closer to the brand’s existing palette while adding some richness and depth.
Let’s Work Together
Tell me more about your project
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