The all-female team at Harold Homes, led by Denver Realtor Chelsea Harold, came to us seeking a rare and ambitious brand that felt as non-conformist as they are.
From the beginning of our strategy process, we knew it was time to break some rules. Rather than add to the “girl-boss-cute” brand culture, we elevated an expressive yet intelligent aesthetic with layers of meaning, reimagining the confidence + nostalgia of 90s feminism for today’s audience. Rather than curate more predictable neutrals, we embraced a fun and animated palette, where minimalism meets pop with daring pops of color.
The Harold Homes identity is driven by a fearless, foundational ethos: resist the norm and take a stand. For this unexpected real estate brand out to disrupt the industry narrative, we created a suite of playful supportive illustrations to communicate the joy + flair of the brand in an exceptionally human way.
Each one custom-drawn, the illustrations deliver striking commentary on the nature and outspoken ambition of the brand personality. Together they enable the visual suite to communicate a wider range of emotions, take more risks, and showcase the creativity of the entire female team.
Overall — through the right integration of color and illustration, type and pattern — the Harold Homes brand celebrates the interplay between old and new. Playful and classic. Utilitarian with a little HECK-YEAH-retro-punk…and lots of ability to inspire.
the brand in three words...
animated. unexpected. subtle-retro.
"I was drawn to BLUEPRINT for our rebrand because I felt a kinship with the content I was seeing. Not the 'same old, same old.' Instead, here was someone who understood real estate intimately and was doing things how I was. A more authentic, to-the-beat-of-your-own drum kind of way. If I wanted my stuff to look like everyone else, I had endless options…but for someone who also saw things differently, but in a similar way to me, I knew it was BLUEPRINT!
"My previous brand was basic, black and white, on Canva. Now we have a true brand that I can incorporate in everything! It’s colorful, fun and ALL MINE. It fully captures our team and what we stand for. Absolutely worth it to take your brand, overall appearance and vision to the next level."
chelsea harold | denver REALTOR
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