Project Overview
*Conceptual Project
The Company
Established in 1957 by Howard and Anne Freyvogel Hanna, with a single office in Pittsburgh, the family-owned Howard Hanna Real Estate Services is now the 4th largest real estate company in the country.
The Problem
How can Howard Hanna reposition itself in todays economic climate? How can we target a new generation of potential home buyers in a vastly different market from the past few decades?
The Goal
The goal is to assess Howard Hanna’s current brand positioning, reevaluate it’s offerings and formulate a new brand strategy geared toward a new generation of home buyers.
The New Visual Identity
Howard Hanna’s brand identity hasn’t changed since its original inception in 1957. The new identity reflects the companies revised brand strategy:
"Howard Hanna's mission is to help every generation achieve homeownership through trust, knowledge & innovation."
Identity Goals
1. Maintaining brand familiarity with established brand colors
2. Creating both a symbol and word-mark for a variety of collateral usages
3. Targeting millennials with a cleaner and more modern visual approach
Future Forward
Client Interaction
Howard Hanna’s brand colors are striking and instantly recognizable on a property. Sale status signage is now placed on the top & premium properties have a separate look.
Howard Hanna’s agents are equiped with new name badges. These serve to authenticate agents & for clients to scan the QR code to learn more about the properties under that agent.
Tangible Collateral
With the help of a custom pattern, the physical collateral is injected with a fresh look. The shapes within these patterns are the visual anchor and only further enhance the brands future discernibility.
Outdoor Collateral
The goal was to capture the audience quickly with Howard Hanna’s bold visual presence and to provide a call to action.
Using visual narratives to capture a market is part of Howard Hanna’s new strategy.
“Howard Hanna’s new web experience continues to mix the modern yet playful aesthetic with its iconic color palette, fun shapes & meaningful user
driven approach.”
