Goals
Redesign Properati’s core identity to unify its products suite (real estate, mortgages, CRM tools) while allowing sub-brands to flex for diverse markets. Prioritize visual cohesion and scalability across digital, print, and live events.
Design Process
Core Identity: Streamlined the logo, introducing gradients and motion for digital touchpoints.
Sub-Brand Spins: Differentiated products like Properati Credits (mortgages) with bold typography and Open House (events) through vibrant photo treatments.
Guidelines: Defined flexible rules for:
- Color: Primary palette + market-specific accents.
- Motion: Subtle hover animations for buttons and cards.
- Voice & Tone: Playful yet professional copy for blogs vs. data-driven CRM messaging.
- Motion: Subtle hover animations for buttons and cards.
- Voice & Tone: Playful yet professional copy for blogs vs. data-driven CRM messaging.
Final Result
A scalable design system used across 10+ products.
Final Thoughts
A unified brand isn’t about rigidity—it’s about giving teams the right tools to adapt without losing brand identity.