PROPER
Branding / Print / DigitalIn a crowded real estate market flooded with cookie-cutter strategies, Proper set out to break the mold with a bold, aspirational brand inspired by the elegance of vintage racing culture, automotive design, and iconic lifestyle brands. Melding nostalgic charm with modern sophistication, Proper crafted a lifestyle-driven identity that went beyond just selling properties—it told stories. By creating emotional connections through stylish and strategic solutions, Proper redefined real estate marketing with a brand that celebrates individuality, creativity, and timeless design.
THE STORY
A NEW CHAPTER IN REAL ESTATE
In a market saturated with cookie-cutter marketing, Proper saw an opportunity to tell a fresh, compelling story. They envisioned a sophisticated, lifestyle-driven identity that resonated with boutique developers and clients seeking more than transactional messaging. Their goal was to market spaces while creating emotional connections through bold storytelling and creative solutions.
BREAKING THE MOLD
Proper’s challenge was to break free from conventional real estate marketing by building an identity that balanced creative expression with the practical demands of the industry. They needed to capture their aspirational vision while appealing to discerning clients who valued individuality and authenticity.
DESIGNING WITH PURPOSE
We immersed ourselves in Proper’s mission to create a brand that was bold, modern, and nostalgic. A custom script wordmark, inspired by vintage racing brands, became a defining feature, embodying fluidity and originality. The Pegasus icon, drawn from vintage automotive culture, symbolized grace, power, and innovation. To complete the identity, we designed a custom typography system that merged vintage ligatures with a modern sans serif—blending timeless elegance with contemporary versatility.
SETTING THE BAR
The final brand identity established Proper as a standout in real estate marketing. The custom script and Pegasus icon became iconic symbols of creativity and individuality, while the typography ensured consistency across all touchpoints. This cohesive identity reinforced Proper’s reputation as a stylish and strategic leader, supporting their growth from a home office to a full studio space.
A NEW STANDARD
Proper’s reimagined brand positioned them as a market leader, attracting boutique developers and clients who valued their lifestyle-first approach. Their growing reputation expanded their client base and team, culminating in a larger studio space. Today, Proper is celebrated for setting a new standard in real estate marketing through its innovative, creative, and aspirational vision.