I’m starting a new one-agent real estate brokerage that is going to be called Square Feet Hawaii, based on Oahu which is the most populous island in the state (and nowhere near the erupting volcano on the Big Island).
The logo and the colors need to work online (for website headers, favicons, etc.), in print material, and on open house and for sale signs. This is very frequently poorly done by other brokerages, especially the part about working well on street signs. I’d like to be able to identify the logo/color scheme easily from 50 yards away so that when I see an open house sign or a for sale sign as I’m driving I have no doubt about what the sign is for.
-Square Feet Hawaii is intended to be a luxury residential brokerage, though I may also do some commercial deals as well. The focus is on professionalism, competence, and a feel-good and laid-back style. Striking this balance isn’t super easy, but that’s what I’m going for.
-The target audience consists of real property buyers who are looking for $2 million to $12 million dollar showpiece homes in our easy-going beach town.
-The tagline of SFH is: Where Luxury is Healthy. The idea here is that living in an expensive place like Oahu — particularly windward Oahu where I focus my efforts, which consists of the towns of Kailua and Kaneohe — is good for you.
The key things here are:
-Maximum visibility and readability.
-Immediately identifiable and distinctive from the road while driving.
-A luxury look and feel.
To help you in understanding the distinctiveness requirement, here are some competing brokerages:
Finally, a few more thoughts on the name and the design:
-Some folks haven’t understood the name, so I thought I’d explain, just in case. Real estate often deals with the “square footage” of a property, as in “How many square feet are in the house?” I thought that was a kind of obvious reference in the name, but apparently it isn’t.
-Also, I like that Square Feet Hawaii is abbreviated SFH, which is a frequently used abbreviation for “single family home” as well.
To sum up: professional, competent, laid-back. I'm trying very much to structure the business in line with my values and personality, which those three items are.
People live in Hawaii for the lifestyle -- go to the beach and slow down, bruddah! I wear slippers (flipflops) and shorts very often to work. But people still want to know that they're being taken care of and have good representation from their agent. Since I'm a lawyer, too, people understand that I bring a bit more intellectual heft to the table than your average agent. But they still don't want stuffy; they want to feel good.
So there's the not-so-easy balance I'm trying to strike.