Real Estate Branding Case Study: Yards

Project Objectives: Brand Strategy for Real Estate

Strategic Brand Goals

The objective of this real estate branding project was to build a strong and scalable brand foundation that would:

1. Establish Clear Brand Positioning

• Position Yards as a pioneer in renovation-for-sale partnerships

• Create a distinctive brand identity for real estate

• Occupy a unique mental space beyond traditional real estate brands
  
  

2. Build Trust Through Brand Identity

• Develop a visual identity system that communicates security and professionalism

• Create a verbal identity that addresses objections transparently

• Build emotional connection with conservative property owners
  
  

3. Simplify a Complex Real Estate Service

• Translate a complex business model into clear brand messaging

• Adapt communication for three distinct personas

• Educate the market through brand-led storytelling
  
  

4. Enable Brand Scalability

• Design a flexible brand system for growth

• Ensure consistency across digital, physical, and marketing touchpoints

• Prepare the brand for multi-city expansion
  
  

5. Differentiate in the Real Estate Market

• Stand apart from transactional competitors

• Emphasize partnership over ownership

• Highlight speed, quality, and transparency as brand pillars
  
  

Branding Process: Our Studio Methodology

A Strategic Branding Process for Real Estate Brands

As a specialized branding studio, we applied a structured branding process combining strategy, research, and visual identity design.

Phase 1: Discovery & Research

BRAND IMMERSION

• Stakeholder interviews with founders

• Analysis of international real estate branding references

• Market research on Brazilian property behavior

• Full customer journey mapping

COMPETITIVE ANALISYS

• Benchmarking against Loft, Decorafit, and SI Advisors

• Identification of positioning gaps

• Strategic white space mapping

PERSONA DEVELOPMENT

• Three core personas: property owners, younger sellers, and real estate agents

• Mapping objections, motivations, and trust triggers

• Behavioral and emotional analysis

Phase 2: Brand Strategy & Positioning

BRAND FOUNDATION

• Purpose, mission, and vision definition

• Strategic positioning framework

• Brand statement: “Reformas que vendem” (Renovations that sell)
  

BRAND POSITIONING

• Golden Circle framework

• Positioning Triad: Legitimate × Differentiating × Relevant

• Core values: Partnership, Organization, Agility
  

VERBAL IDENTITY

• Creator archetype definition

• Tone of voice: Instigating & Trustworthy

• Messaging architecture per audience

• Brand manifesto and communication guidelines
  

Phase 3: Visual Identity Design

The visual identity design translated the brand strategy into a scalable and distinctive visual identity system.

LOGO DESIGN: MEANINGFUL BRAND IDENTITY FOR REAL ESTATE

The Yards logo was designed with three strategic layers of meaning:

1. Geometric Y
   Represents architectural structure and decision points in real estate transformation.

2. Infinity Flow
   Symbolizes continuous partnership, evolution, and long-term value creation.

3. Abstract Bird
   Evokes freedom, growth, tranquility, and home-building—key emotional drivers in real estate branding.
   

COLOR PALETTE STRATEGY

• Professional neutral grays for credibility

• Vibrant yellow for optimism, energy, and recognition

• Avoidance of real estate clichés (blue/green)

TYPOGRAPHY SYSTEM

• Helvetica Neue Pro for precision and authority

• Poppins for accessibility and warmth

• Clear hierarchy supporting long-form communication
  

ILLUSTRATION SYSTEM

A custom single continuous line illustration style visually represents seamless renovation and uninterrupted service—reinforcing the brand promise.