GreatLeaf Capital
Creative Direction | Branding | Web Design | Motion
What if real estate investing was as accessible as adding a stock or bond to your portfolio? GreatLeaf Capital set out to make that possible. Through their foundation of data-driven insights, holistic real estate expertise, and decades of development and building experience, they make real estate investing reliable and passive for their partners.
Understanding the Need & Potential
GreatLeaf Capital needed a brand and website that would support their mission and establish them as a trustworthy partner in the market. As the Art Director with Red Rocket Studios (RRS) at the time, I led the design of the brand, website, events, and printed collateral in support of their launch and ongoing marketing efforts.
We began with a competitive analysis, audience insights, and an existing brand audit, which guided the development of the brand position and architecture, visual communication, and marketing strategy.
We began with a competitive analysis, audience insights, and an existing brand audit, which guided the development of the brand position and architecture, visual communication, and marketing strategy.
Positioning Balanced by Data & Community
One of our goals was to balance the company’s focus on data-driven decision-making with their dedication to building high-quality, single-family homes. To support this visually, we used precise geometry as the foundation for the logo mark and build lines as a reoccurring visual element, paired with warm, aspirational imagery of couples and families.
The visual language positions GreatLeaf Capital as a trusted partner, communicating with confidence and sophistication to their target audience of accredited investors nearing or at retirement age.
Results & Credits
This was my first opportunity with RRS to lead a branding project from start to finish and it resulted in one of the smoothest projects in my four years with the agency. Focusing on strategy, efficiency, and alignment early on, we were able to get approval on the final logo within two weeks of design kick-off and launch the website and media rollout less than two months later.
As art director, I provided hands-on direction while also supporting through web, motion, and other collateral design throughout the project; the work featured here was designed or art directed by myself unless otherwise stated. The logo was designed by Mackenzie Reagan with support from Emily Santiago, who designed much of the marketing collateral and brand assets (including the branded folder and business cards). Gabriel Guzman developed the website and brought my initial designs to life. It was a joy to collaborate with the whole RRS team to bring this together.
As art director, I provided hands-on direction while also supporting through web, motion, and other collateral design throughout the project; the work featured here was designed or art directed by myself unless otherwise stated. The logo was designed by Mackenzie Reagan with support from Emily Santiago, who designed much of the marketing collateral and brand assets (including the branded folder and business cards). Gabriel Guzman developed the website and brought my initial designs to life. It was a joy to collaborate with the whole RRS team to bring this together.
