Watson Realty Corp.
Brand Evolution & Visual Identity Systems
Overview
Watson Realty Corp. had an established brand with significant recognition across a large organization. The opportunity was to evolve the visual language so the brand could support increasingly diverse marketing, recruiting, corporate, and associate-facing communications while preserving existing brand equity.
My Role
I was one of two designers involved in the initiative and developed the creative direction selected for the brand refresh.
My role included developing the supporting visual system and translating the direction into practical applications that could be used consistently across the organization.
The Solution
The refreshed system expanded the brand through supporting visual elements including:
Segundo Blue
Custom graphic elements
Watson brand badge
Scalable templates
Marketing communications
Recruiting materials
Digital applications
Signage
Associate-facing resources
From Identity to Application
The refreshed system was developed to provide greater flexibility across the organization's communication needs while maintaining a recognizable and consistent visual presence.
Designed for an Organization at Scale
50+ offices
Approximately 1,200 sales associates
The system needed to function across a large organization with numerous users, applications, and communication needs.
Building a System That Could Be Used
The value of the work wasn't limited to the initial creative direction. The supporting system had to function across recurring communications and different production environments.
A Brand System Built to Scale
The Watson Realty Corp. project demonstrates how an established identity can evolve without losing recognition—and how a visual system can extend beyond the core brand into the everyday communications an organization depends on.
