Founded Homes Collective Naming and Branding

Two established real estate agents join forces to create a new company from the brand up, with the sole purpose of making home buying and selling easier from start to finish.
THE PROBLEM
As real estate agent colleagues working closely together in the Chicagoland area, Courtney Welsch and Becky Sexson realized they shared a work ethic, passion and vision for how they helped clients buy, sell or rent their home. With that, they combined their efforts to create their own company under Baird & Warner. They had the foundation, now they just needed a brand that captured their point of difference and gave them the visibility to stand out in the marketplace.
OUR APPROACH
After distilling what sets this pair apart from other real estate agents, we kept coming back to one thing — they establish long-term relationships by being there for clients well after closing. From there, we crafted a name that captures the idea of a foundation for turning a house into a home, and brought it to life visually and verbally in a way that allows everything to work nicely alongside the Baird & Warner co-branding.
THE WIN
What started as a blank slate turned into a down-to-earth tone that perfectly captures Courtney and Becky’s values and feels as if it’s directly communicated from them to their clients. The visuals are timeless and approachable, a mix of Chicago class with suburban warmth to show their range and reach. When paired with the brand voice, the visual elements connect with buyers, sellers, renters and investors at all stages of their realty journey to reflect how Founded Homes Collective is there at every step.
PROJECT SCOPE
+ NAMING
+ BRAND STRATEGY
+ BRAND CHARACTER & VOICE
+ TAGLINE
+ LOGO SYSTEM
+ COLOR PALETTE
+ PATTERNS & TEXTURES
+ WEBSITE DESIGN DIRECTION
+ WEBSITE CONTENT
+ ONLINE BRAND GUIDE