GMAC Home Services

Rebranding a national company to restore its luster and recover its value.

A brand change had left the premium division of GMAC’s real estate business unable to connect with its legacy customer base. We redesigned the brand to elevate its positioning, messaging, and visual presence—and recapture its brand equity. Our work ranged from identity and voice development to advertising, collateral materials, and digital and physical experiences.


  • Advertising
  • Brand Standards
  • Brand Development
  • Brand + Services Collateral
  • Brand Films
  • Branded Environment
  • Identity Design
  • Internal Events
  • Photography
  • Videography
  • Website

Corporate Logo


Challenge 1

Growth strategy led to brand disconnect

Challenge 2

Confused audiences: clients, teams, agents

Division Logos

Custom Icon Library Samples

Home Buyer and Home Seller Brochures

Challenge 3

Plummeting sales and agent attrition

Brand Film: “Vignettes”

Advertising Campaign Imagery

Solution 1

Rebrand to rebuild regional equity

Solution 2

Reposition brand to focus on consumer

Custom Photography Library

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Logo, Premium Properties Program

Solution 3

Produce new brand presence, campaigns

Coffee Table Book