ABOVE : Our iconic image, used across all of our collateral and deliverables. |  photo credit:  Enrique Samson


BERKSHIRE HATHAWAY HOME SERVICES

ADVERTISING / MARKETING STRATEGY | UI/UX DESIGN | PRINT DESIGN | PACKAGE DESIGN



INTRODUCTION

 Berkshire Hathaway Home Services (BHHS) is a nationwide real estate brokerage franchise network and is one of the most trusted corporate brands in the world.

The Atlanta division of BHHS specializes in luxury home sales, and we worked with their team to develop a new advertising and marketing campaign. We implemented a new social media strategy, a UI/UX redesign of their website & app, redesigned their existing print collateral design, developed new marketing collateral pieces, and built a packaging system for client gifts based on our newly developed concept. Together, these elements work together in order to create a cohesive brand experience for Berkshire Hathaway's clients.


 

ABOUT THE PROJECT

Atlanta's BHHS division launched a successful regional advertising campaign in 2015, and following that success, we were tasked to develop a new advertising and marketing strategy for the upcoming year.

A team of fourteen SCAD students were selected to participate in this project, with majors ranging from fashion marketing, luxury and fashion management, photography, advertising, and graphic design.

 Berkshire Hathaway's 2015 advertising campaign.

Berkshire Hathaway's 2015 advertising campaign.


RESEARCH + CONCEPTING

When approaching this project, our team began by compiling research on luxury home buyers in order to better understand our target demographic.  We spent several weeks researching the people who buy and sell luxury homes, their lifestyles, and also the Berkshire Hathaway brand itself. 

From our research, we were able to develop our concept, "Luxury Is In the Details". The concept pairs images of beautiful home and luxury lifestyle details with specific elements designed to evoke the five senses to attract BHHS' target clients.

 After extensive research, we developed our concept – Luxury Is In the Details.

After extensive research, we developed our concept – Luxury Is In the Details.


 

PHOTOGRAPHIC ASSETS

Our team of photographers captured many interior and exterior luxury home detail shots relating to our concept to show off the finer details within these homes. These detail shots enabled our team to develop a visual brand strategy conveying a luxury lifestyle that would resonate with our target demographic.


 The collateral design guidelines established by our team.

The collateral design guidelines established by our team.

DESIGN GUIDELINES

Our creative team developed a set of design standards to implement across all of our deliverables.

BRAND ALIGNMENT

  • Black and white color scheme
  • Square format
  • Used Proxima Nova typeface but added Didot as an accent 

pattern + treatment

  • Custom-designed pattern
  • Used in both a black-on-black and white-on-white treatment in various places in our deliverables.
  • The subtlety of the pattern invites users to get up close and personal with our collateral, and evokes their sense of touch.

CUSTOM SCENT

  • Lightly scented print collateral to create a positive brand association when clients interact with our marketing pieces.

DELIVERABLES

PRINT COLLATERAL:

  • Stationery 
  • Postcard Mailer
  • PRESTIGE Magazine
  • Marketing Strategy Book
  • Agent Training Guide
  • Senses Brochure
  • Event Invitation
  • Event Yard Sign
  • Billboard
  • Mall Advertising Signage

PACKAGING:

  • Wine / Candle / Chocolate / USB Packaging
  • Gift Bag
  • Agent Presentation Folder

DIGITAL:

  • Redesigned app with new features
  • Social Media Recommendations
  • Redesigned website with new features
  • SEO/SEM recommendations

   FROM L-R  :     Cody Hebert, Vania Lin, A'sha Hall, Jerry Peitzman, Amy Jobe, Carlos Albaladejo, Patricia Machado, Vanessa Khattar, Andrea Probst, Anna Watson, Dhruti Khabaria, Prof. Pat Fulbright, Prof. Lisa Babb, Mysan Ashgar, Wes Graham, Enrique Samson.

FROM L-R Cody Hebert, Vania Lin, A'sha Hall, Jerry Peitzman, Amy Jobe, Carlos Albaladejo, Patricia Machado, Vanessa Khattar, Andrea Probst, Anna Watson, Dhruti Khabaria, Prof. Pat Fulbright, Prof. Lisa Babb, Mysan Ashgar, Wes Graham, Enrique Samson.

OUR TEAM

My role on this project included project manager and art director. Our creative team consisted of:

Cody Hebert (Project Manager & Creative Director)
Jerry Peitzman (Art Director)
Carlos Albaladejo (Graphic Designer)
Amy Jobe (Graphic Designer)
Mysan Ashgar (Package Designer)
Anna Watson (Advertising Strategist)
Wes Graham (Photographer)
Enrique Samson (Photographer)