CPEX - Before & After Case Study
CPEX Real Estate?is a highly specialized and dedicated real estate brokerage firm that focuses its business in the Northeastern United States.
CPEX came to Craft & Root to rebrand its business and redesign its out-of-date website to establish a solid digital presence in the market.
By incorporating CPEX's recognizable red into the new website, we reconstructed their website with three main objectives:
Along with their website rehaul, we created a new logo, brand tag, and digital and print marketing collateral to ensure brand cohesiveness across channels.
Here's how we did it.
Website Audit Revealed Complexity and Inconsistencies
Initially, CPEX's website was information-heavy, overwhelming the user with too much text. The website had two disparate navigation menus and inconsistent styles of typography and photography. It was difficult for users to know where to look for the information they sought. The scrolling ticker and the slider hero image provided an overwhelming user experience.
You can see the original homepage and the new design we created in this image.
Prioritizing User Experience
As the real estate moniker goes, it's all about location, location, location. We incorporated a clean navigation menu at the top of the page, with adequate white space and a large hero image across the page to welcome a new user and quickly explain CPEX's main value proposition: portfolio maximization.
By establishing a hierarchy for the content, a user can easily journey through the site or scroll to explore the services, blog, transaction highlights, and team. We included large call-to-action buttons with quick action verb copy so that users know where each action will take them upon clicking a button.
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Color & Typography
With the usage of neutral tones and pops of their signature burnt red color, the corporate palette feels warm and inviting. By using large serif fonts for the headers, we established CPEX's depth of experience, which also plays nicely with the photographic style – at times minimalist, and others, incorporating historic and older buildings. The overlapping style allows the copy and imagery to exist side-by-side while the new branding seamlessly showcases CPEX's thought leadership.
Iconography
Pictures play a pivotal role in selling or leasing a property in real estate. Iconography is also essential to maintain user engagement on an information-heavy website. We created one-of-a-kind icons inspired by architecture's sharp lines to highlight CPEX's services: Leasing, Acquisitions, Advisory, and Investment Sales. We also included icons for the blog section and within the branded email template so that across devices and platforms, CPEX's branding is recognizable and consistent.
Logo Design
Before, CPEX Real Estate's logo was flat with little distinction. The logo included many different styles, making it unlikely for a user to consider it a cohesive branding element. The design looked disjointed and hard to read.
We redeveloped the logo, changing its color from white to navy, stacking the name, and incorporating a 3D rendering of a building for the "E" to give context to the business and make for a more precise, recognizable design. The addition of the building shows that the company is about real estate without reading the "Real Estate" serif font below its name.
Last, we created an animated brand tag for usage across social media and video for marketing purposes.
Client Collaboration?
Working collaboratively with the CPEX team, we understood their goals and guided them through rebranding. From the beginning, it was essential to convey that their story is about specialization. We also wanted to illuminate their customer-centric, small-business approach to customer service. We achieved this by implementing warm and inviting colors, complementary photography and typography, and easy-to-use navigation tools.
CPEX laid the foundation, and we brought our team to help level up their digital presence with new designs and branding.?
Does your brand need a refresh??Get in touch?with us today – we'd be happy to bring your vision to life! You can see more of our work here on our website.