Baugher Group Branding
Case Study
Baugher Group
The Outcome
A new logo, brand film, and marketing materials that supported Baugher Group as a premiere realty group in Kansas City.
The Challenge
Develop from scratch the branding, strategy, and marketing for Baugher Group, a group of realtors, that meets the Kansas advertising standards and the standards of Baugher Group’s supervising broker eXp Realty. So effectively, we have to brand a real estate company without mentioning that Baugher Group is a real estate company.
Scope of Project:
Strategy
Messaging
Branding and Identity Design
Business Cards
E-Mail Signature
The Beginning
Last year, Lora Baugher contacted Troubador Creative Director Jake Edmisten to create the branding for her initial startup ABG Realty Group. Around the marketing stage of that project, the world changed into a very different place with the March Covid lockdown which led to Lora deciding to move forward without her partners in a new direction. Kansas also passed legislation regarding transparency in advertising for real estate agents showing their supervising broker in all digital and print advertising, along with the banning of ‘real estate’ and related terminology in the supervised company’s branding and advertising. Since ABG Realty Group had ‘Realty’ in the name an update to the branding was necessary to business in Kansas.
Brand Definition
Defining the brand creates an objective roadmap; a filter for all the company’s future decisions. By checking against this statement, we can quickly see whether any decisions will help or hurt, focus or muddy, purify or modify the brand.
An in-depth strategy session was conducted remotely to create a clear brand story and voice for Lora. With her partners out of the picture, at least for now, the focus of the messaging was to highlight the ideas that Lora wanted to represent her, rather than the more sterile branding for ABG, a more feminine and natural look would be sought after for messaging that aims to make clients of Baugher Group feel more welcome and empowered.
Branding
Once the creative tone was set, the team quickly went to work to capture a new identity system that reflects the "Fashionably Feminine" aesthetic. You can see the logos below. The logo is readable as small sizes and the colors chosen are very modern and organic. The ivy is the least scaleable part of the logo, and it’s also the part of the logo that the client, Lora, fought hardest for.
Marketing
We’re still in this stage with this client, so we don’t have a ton to show currently. Below we have Lora’s business cards, which due to the new Kansas advertising regulations for realtors became much more of a pain than it shows.
