for a brand on the rise, success can be a double-edged sword
The ethos of entrepreneurship that eXp Realty established among its nearly 90,000 agents fueled the company's success, but it also put a strain on the brand as different agents and brokerages wanted to co-brand their own identities with the eXp brand.
The eXp brand team asked Vehicle to help refresh and streamline the brand identity, as well as reassess the design and guidelines for the myriad of marketing materials that agents need to best help their customers buy and sell homes.
clarity and simplicity enhance a complex system
After conducting research and interviewing eXp officers and agents, our team sifted through eXp's existing branding and marketing materials and began the process of simplifying the brand identity, palette, typography, and photographic treatments to raise the visual sophistication
of the brand and to make it more conducive to harmonious co-branding.
A tight visual center with BUIlt-in flexibility
The new system streamlines the core palette to black, blue, and white, creating a stable foundation for digital and printed messaging, and bids a farewell to the orange accent which was perceived by some as feeling "down-channel". With the new system agents can choose the palette that best compliments their personal branding while being supported by the global reach of the eXp brand.