01 / 07
Getting Started
Tell us who you are and about the property. This helps us contextualize everything that follows.
The Property
E.g., primary on main level, open-concept kitchen, private outdoor space on every unit, elevator included.
Use brand names wherever possible. If there are multiple finish palettes, describe each.
E.g., 20-foot ceilings, curbless showers, custom millwork, smart home integration, courtyards, rooftop terraces, private pools.
02 / 07
The Neighborhood
Context is a competitive advantage. Help us understand the area surrounding the property.
Specific restaurants, parks, shopping, schools, transit stops, employers, trails.
03 / 07
The Audience
The more specific you are about who you're trying to reach, the more precisely we can build the brand to reach them.
Be specific. Age range, household type, income level, where they currently live, what they do for work, how they spend their weekends.
This helps us understand the emotional trade-off. E.g., they may be giving up a large yard but gaining walkability and low-maintenance living.
E.g., price point, location perception, lack of brand recognition.
Paint a picture. Morning coffee on the terrace, walk to the farmers market, afternoon by the pool.
04 / 07
Positioning & Message
This is the core of the brand. Don't worry about getting the words perfect. We're looking for the instinct.
Don't worry about it being perfect. We're looking for the instinct, not the final tagline.
E.g., confident but not arrogant, warm but not casual, aspirational but grounded, minimal and refined, bold and energetic.
This isn't about being literal. It's about getting at the character and energy of the brand.
List from most to least important: Location, Design/Finishes, Outdoor Living, Amenities, Value/Pricing, Community/Lifestyle, Builder/Team Reputation, Exclusivity/Scarcity.
05 / 07
Visual Direction
References and specifics are more useful than adjectives here. Show us what you're drawn to.
Think mood, not specific design. Earthy and warm or crisp and modern? Dark and moody or light and airy?
The more specific, the better. "I like the typography and how the photography is cropped" is more useful than "I like the vibe."
These don't need to be real estate brands. Think about what resonates visually, tonally, and experientially.
06 / 07
Competitive & Strategy
Understanding your competitive landscape and long-term vision helps us build a brand that wins now and holds up over time.
Visual: e.g., stock photography look, overly trendy gradients. Copy: e.g., "unparalleled," "bespoke living," "redefine luxury," "steps from everything."
Is this a lease-up brand that sunsets after stabilization, or an ownership brand that lives for decades?
07 / 07
Final Details
Share any existing materials and we'll put it all to work. The more raw material we have from the start, the more specific and accurate the work will be.
If you have files to share, please list them here and email them to rob@committeecreative.com referencing your project name.
