AS A MEMBER-BASED ORGANIZATION WITH A VARIETY OF STAKEHOLDERS, THE PENNSYLVANIA ASSOCIATION OF REALTORS® NEEDED A VERSATILE APPROACH TO BRANDING.
Objective
PAR enlisted Defy to execute a quick and effective rebrand that would speak clearly and persuasively to both Realtors® and consumers.
solution
Given PAR’s dual constituencies—Realtors® and consumers—Defy thoughtfully considered the brand’s positioning before putting pen
to paper.
We started with a visual system that had a modern feel. To achieve this, we anchored the design in Pennsylvania’s signature “keystone”, using that shape as a masking element and incorporating a dual color palette leading with warm and welcoming shades. We complemented this system with a conversational and accessible tone (one a Realtor® might use).
"PAR debuted the rebrand quickly and successfully." Said Kevin Juliano, Chief Growth Officer at PAR, “The team at Defy listened to our challenges and developed a plan to push the Pennsylvania Association of Realtors® into the next century of service. Defy recognized our organization’s existing standing in the marketplace and built a comprehensive brand system that naturally fits into multiple applications.”
