Real estate agency Best Deal changed its name to Immobi and decided to bet on a mobile app as its flagship product. The client was at a loss as to whether to position the office or the app. The office is credible but lacks a differentiator; the app is a differentiator but does not inspire credibility on its own. On top of that, there is an issue with the negative image of estate agents in general.

In designing the logo, we gave the icon several uses. The shape symbolises a house, a pin on a map, a diagram, an avatar, a badge etc.

In developing the brand communication, we focused on the problem of the negative reputation of estate agents in general.

We opted for extreme, sometimes naive, transparency in the office's communication. This contrasts with the artificial marketing tone of most companies in the market. With exaggerated yet charming openness, we show that agents' inability to self-promote is due to their focus on expanding their real estate knowledge.

We have used self-parody by exaggerating the failure to decide whether it is more important to promote the office or the app.

We assumed that we advertise the office in the first part of the messages. In the second the app, where the transition "and have you heard [...]?" will suggest the pressure to promote the app.

“We previously met with several creative agencies, and Redkroft was definitely distinguished by an unusual approach and sense of the needs, longings and preferences of our clients in the segment that was completely foreign to Redkroft. We knew from the first call that it was "it".

Although we are not a large company, we felt important and "cared for", and the rebranding was smooth, effective, and with a smile - just like we wanted and want to be perceived. Thanks to Redkroft, we not only got a well-designed and executed project, but also an idea for ourselves and communication with clients. And that has turned out to be incredibly valuable in business.”

Zoresław Dmytryszyn, Marcin Konieczny, Maciej Konieczny
Immobi

Project Team

Visual Identity: Wojciech Omiotek
Motion Design: Vlad Boyko
Project Manager: Agata Sędzikowska

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