Eric Gelman, a real estate agent deeply embedded in the Marin County community, was looking to expand his market to appeal to young families, outdoor enthusiasts, and a more upscale demographic. Compass IN-HOUSE, the real estate company’s internal design studio, created a visual identity that balances a sense of guidance with strategic candor.
The team takes an essentialist approach, cutting out the typical fluff in real estate marketing — distilled messaging features Dinamo’s humanist-grotesque “sans to serif super-family” Arizona Flare, and the understated logotype employs Compass Sans, a typeface the company commissioned Colophon to create based on mapping and rigorous geometry. While the identity comprises an expansive type family, a palette ranging across a spectrum of nature’s blues, and a centering anchor that scales across print, digital, and space, it somehow maintains a restrained dynamism that is subdued yet other times impactful.
The agent team was blown away by the branding, and excited to roll it out in the coming year.