LUXE Premier Properties

Luxury real estate brokerage branding


Overview

Background

LUXE Premier Properties is a newly-formed premium residential real estate brokerage that builds off of the industry experience of LUXE Design + Build and VanBrouck & Associates co-founders who have over 33 years of combined experience and expertise in creating remarkable homes.

Tone

Emotional feel, luxury lifestyle, sleek, premium, slightly more feminine than masculine.

Target Audience

Mature, affluent professionals, entrepreneurs, and business owners looking to buy and/or sell premium multimillion dollar homes. They are creative, appreciate style, and think outside the box. Age range is 35–70 with a sweet spot of 45–65 for marketing. Some are on the younger scale (35–45) but are already multimillionaires. Mostly families, some with younger wives and older husbands who have children from previous marriages. Demographic skews slightly female, as the wives often assume home buying/selling/design responsibilities.

 

Brand voice development


Logo development process and visual toolkit preview

Music: “Shadows of Ourselves” by Thievery Corporation
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Sketches


Visual toolkit


Applications