In luxury real estate website design and personal branding, we “dial-in” to our client’s DNA, their unique brand identity as expressed through their favorite colors, their personality, their values and other dimensions of their personal brand that make them stand out from the competition. In selecting brand colors it is important to also dial-in to the environment of the marketplace, which is what we covered in Part 2. Tempering one’s personal color favorites with the influence of one’s natural surrounding can create the perfect harmony of colors.
Here, in Part 3, we discuss the opposite approach in color selection: Taking color cues from the environment and amplifying the theme to express the DNA of the personal or company brand.
The use of texture combined with color can change the entire mood of the brand identity and reflect what is unique about the brand. For example, it can express a full range of nuances in the spectrum between an informal brand and formal brand, between a contemporary brand and more traditional brand.
Our client, Maurice Tegelaar, is a leading Wine Country expert in Sonoma Valley and Napa Valley. Inspired by just the colors of red and white wine, together we chose a burgundy and gold theme for his personal brand. However, if you look closely you will notice that there are many subtle shades and hues of red and gold in his brand identity.
Together, these colors create a more formal mood, a level of sophistication that contrasts with the rather casual and informal environment of the Wine Country. Yet, the contemporary font provides an edgy detail.
Prior to becoming a top luxury real estate marketing professional, Maurice was a CPA involved in financial management operating out of San Francisco. He also has extensive experience in interior design and a keen appreciation for architectural details. Maurice’s brand style is understated, unconventional, contemporary sophistication—timeless and elegant, yet with a charming wit.
To express Maurice’s brand we used gradations of color to create a clean, smooth texture. If you look closely you will see many nuances of burgundy and gold colors, although at a glance it looks like just two colors.
In Part 4, we will circle back to the environment as the dominant influence of color selection. We will show how an expanded palette of burgundy and gold tones express themselves in sea scallops and also how an oyster, from the Chesapeake Bay, inspired the team brand identity of the luxury real estate market leaders in Virginia waterfront homes.
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