Golden Rod Properties
Category
Brand Development - Web Design - Social Strategy
A Different Vibe for Real Estate
Golden Rod Properties founder, Kim Riera, has been in the real estate business for some time with a portfolio of short-term rentals that have been under her management for years—expanding into sales was a natural next step for her.
Kim wanted to do things differently, however, and move away from the stuffy, corporate, identity that has become associated with many realtors—she wanted to sell a vibe, the vibe of the Catskills and the vibrant community that exists there for potential buyers.
The Brand
For the brand, I pulled colors from select images of the Catskills and adopted golden hues, soft pinks, and lush greens to embody the calming nature of the region. Iconography was given a similarly soft touch to give it a hand-drawn feel, something prevalent in local luxury brands that Kim wanted to position herself adjacent to, with the websites and socials having a minimalist & premium feel to attract customers who fit Kim's buyer's archetype.
A Focus on Lifestyle
From the beginning of the project, Kim & I agreed that we would be selling a lifestyle, not houses. A house can be changed, updated, given a new coat of paint—it was the dream of the bucolic life in the Catskills that would get customers in the door, and in their cars to spend a weekend looking at houses with her. This was reflected in all touch-points for the brand from social content, to the website, and the framing of the content within.
Kim's business was also more than just selling houses, she was selling her expertise in managing properties, understanding the market for short-term rentals, and a conduit to the social charms of the region for those buying with her.
