Six years into their journey, OJO was no longer a startup. They had grown, expanded through acquisitions, and were ready to redefine the real estate industry. Yet, the brand they had built in their early days no longer fully supported their new strategic direction.
We created a new purpose, “Equip anyone to unlock the abundant benefits of homeownership,” which served as a unifying goal for the company. This was crucial for building a visual identity that could support OJO’s ambitious new goals.
To position OJO as an ally for homebuyers, we developed a digital-first brand. The new system uses illustration to highlight the human side of the experience, capturing the emotional benefits of homeownership. This is balanced with warm photography and a palette of comforting jewel tones to evoke the feeling of arriving home.
Our story platform “Make Moves” has also become the rallying concept that unifies action, messaging, and decision making throughout the company – stemming from their newly defined purpose.
The “Make Moves” story platform unified all consumer messaging with a manifesto, launch video, social, and launch activations, while also providing guidance for key partnerships, internal employee value prop and experiences, and the product feature roadmap.