eXp Realty

The branding was no longer contemporary and did not adequately reflect the company’s overall identity for being innovative and the real estate brokerage of the future. It was using very outdated stylization for the logo.

The new logo is bold, uses thick typography which conveys eXp’s strength and resilience as a business and the solidity of their platform for the success of their agents and staff. The X mark with the ascending line represents the company’s rapid and exponential growth as a global organization, the trajectory of the company and its agents. At the same time, the disconnected piece of the X looks as if it is a packet of data flowing into their brand, representing their digital platform. Lastly, the X can also be seen as a celebratory person, with the disconnected piece forming a head and the extending line becoming an arm raised in triumph.

Secondary Logos

Once a new logo was established. Next, was creating a series of templates for the different sub-brands. Below are some of the variations of the new branding. There were over 50 logos created.

The primary color palette works as a very important brand element as it helps to tie in all the elements, assets and templates created for eXp. The blue, which is mainly used, represents a feeling of being clear and reassuring. It can be seen in the logo and in all eXp assets, and drives brand recognition and cohesion. The orange is vibrant and dynamic. It’s an action color that is meant to draw attention to the most important UI elements, such as buttons, as well as tasteful accents in the brand pattern.

The modern typography was used as an essential tool in the development of eXp’s brand identity. The two fonts Avenir and Brandon Grotesque, was selected for eXp logos and all of its existing brands. The third font, Roboto, is utilized across all of eXp’s communications due to it being highly versatile and best optimized for web. This worked in creating a distinct and cohesive look for eXp Realty.

Next phase was creating a brand pattern in order to maintain a memorable brand recognition and create cohesiveness on all of eXp’s collateral.  It is comprised of different sections of the “X’ in the logo and is meant to convey growth, positivity and a forward-looking mindset by extending the upper right ‘arm.” For flexibility, I created a single X and multiple eXp pattern.

After creating an improved brand identity for eXp Realty, the next task what to establish some guidelines of the proper use of the branding. I created two sets of guidelines for external and internal communications. The external guidelines is a condensed version of the internal guidelines with different language meant for their agents. Below is the internal guidelines version.

Virtual Billboards

Part of my daily projects would be creating billboards that were displayed on eXp’s virtual campus called “eXp World.” These would be used to promote events and other company announcements.

eXp offers a telemedicine plan to its agents, which is the global leader in virtual healthcare. Agents receive service via videoconference with no copay, unlimited visits and 24/7 access to more than 50,000 physicians. The objective was to educate agents of the newly introduced plan and what the benefits are to signing up.  The graphic uses a bold headline to attract along with a few bullets to highlight some of the attractive benefits and uses imagery to reinforce the messaging.

At eXp, agents and staff are committed to building the most diverse and inclusive real estate brokerage in the world, where all views are respected and encouraged. Recently, the company announced its ONE eXp initiative to support career development, promote fair housing principles and provide networking opportunities that encourage cultural awareness. As part of this initiative I was asked to create billboards along with other collateral to remind agents and staff to make positive change, be transparent and act with integrity.

Social Media Graphics

eXp Wellness, located on Workplace, was opened as one of eXp Realty’s fun social groups on workplace to engage the agents and promote wellness. I was tasked to create a clickable virtual billboard to go up in the world that directs agents to join the group on Workplace along with associated branding like a social cover for the group’s page. Within just a few months of the group opening it grew over 1,000 members.

During the holidays, I created these fun shareable holiday greetings that would be posted on eXp’s social media and keep agents engaged.

Email Newsletter Ad

Part of the logo redesign involved collected submissions from agents, staff and agencies as a contest for choosing a new logo. My logo was selected as the top voted logo and as displayed above is the official new logo for eXp Realty and its sub-brands. This ad I created below with a countdown timer was emailed out in our weekly newsletter to encourage submissions.

As part of eXp announcing their expansion overseas, I created this short video to hype up their agents.  The video was shared across their social media channels.