Since 1983, Cottingham Chalk has led the way in residential real estate in Charlotte, NC. After 35 years of service, the firm underwent a leadership and name change, and the firm felt the transition needed the support of a more modern and relevant brand identity to carry it forward.
Behind the Rebrand
While Cottingham Chalk wanted a modernized brand, it also wanted to remain true to its core values and history. To strike the balance, we identified the qualities that made Cottingham Chalk a timeless leader and wove them into the new mission, values, voice, and brand personality. To modernize the logo, we used a darker blue and paired it with a vibrant citron accent color and updated typeface. We incorporated the brand’s iconic house to create an easily distinguishable mark among competitors. We also included a hexagonal pattern to represent the firm’s commitment to building relationships. Together, the visual and tonal elements helped Cottingham Chalk reestablish itself as a leading real estate agency.
New Brand In Action
With the rebrand complete, the next phase was applying the new identity to all of Cottingham Chalk’s customer-facing marketing materials, which included everything from yard signs, to print ads, to infographics.
To welcome new residents to the Charlotte area, we designed a welcome book. The book also contained valuable information about each neighborhood, available schools, and local utility companies. We also created mailers, email and flyer templates to equip their team.