Rebrand: John Burns Real Estate Consulting
Intro
As a trusted housing research provider since 2001, John Burns Real Estate Consulting needed to move into the future. Its brand materials were dated, wordy, and hard to follow. The company also wanted to expand into industries beyond housing, changing the official name to John Burns Research and Consulting.
As the brand and creative manager, I was responsible for uprooting and reconstructing 20+ years of fragmented branding systems, while ensuring a seamless transition for our team and the public.
Strategy
Assembling the design team: Composed of the company’s unofficial designers from each department. We met monthly to discuss transition materials, learn new branding guidelines, and skill share.
A reintroduction: Working with an outside media agency, our team crafted a video reintroducing our brand, products, and services.
Asset management: I oversaw all internal communication, final approvals, and developed a resource library for rebranded assets (e.g. email signatures, social banners, approved language).
Email marketing: Designed multiple releases to service different audiences—newsletter subscribers, existing clients, the public, and the press.
Outcomes
Ended launch year with +7% YOY organic web traffic growth, our highest year ever despite a company name and web domain change.
On time delivery and transition of company products (e.g. research reports), public-facing collateral, and website redesign.
Crosstrained the design team in Adobe InDesign and Illustrator, alleviating some of the graphic design lift from Marketing.
