The Northwest Group (NWG) is a highly successful and profitable real estate team under Compass Washington. They handle new construction projects from start to finish, including building, managing, and selling properties. In March 2020, NWG secured a townhome project in Kenmore called Hiatt Ridge and contacted the marketing team to develop the visual brand and marketing strategy.
A visual identity that pushes the bounds of possible for the typical Compass brand while seamlessly capturing the essence of Hiatt Ridge and it’s surrounding areas. The identity flexes in depth and application across a multitude of surfaces in both the print and digital realms.
/Typography
/Color Palette
Color is the one area of Compass that typically doesn't have much wiggle room. Usually, Compass introduces color to it's otherwise black and white palette through listing photography. For Hiatt, I was working on only 3D renders of what the property would look and feel like.
After looking through many of the renderings one feeling was abundant, airy. With Hiatt being located in Kenmore, a sea town, I pitched to introduce a subtle light blue to further the open and airy feelings within collateral activation while also creating a geographic narrative point to Kenmore.
/Accoutrement
Hiatt Ridge is a four-unit development, this provided me with a unique opportunity to leverage numbers as a graphic element. This is most predominately seen in signage that was used during the open house event, and address way-finding.
Additionally, texture was a major motif I implemented when working with my art director to speak to the depth of history that is rooted in Kenmore, WA. We see this most prominently with our '1972' element, the year which was the year the Hiatt family (one of the first families in Kenmore) moved to Washington State.
