Founded in 1989, Lakeside Reality is a real estate and commercial land development and realty firm based in Tellico Village, Loudon County, Tennessee, just south of Knoxville. Although Lakeside was originally established under the large ERA franchise, this February the company was purchased and is now privately held under a new name, Lakeside Real Estate Group. To accompany this purchase, we were given the initiative to rebrand, reinvent and differentiate Lakeside as a fresh, modern company to the community.
Our objective was to create a real estate brand that feels contemporary, but still holds the traditional aesthetic value relevant to the southern community. We explored colors that would contrast the conservative look of the past ERA franchise; ERA's colors, process blue and PMS 199 red, are a trademark of 80's corporate America. We looked to the community, especially the blue waters of Lake Tellico and the red hills of the smokey mountains, for color inspiration. For the imagery, we simplified everything to evoke a sensory, emotive and natural feel.
Ultimately, we wanted the Lakeside Brand to represent a symbol of experience as a confident company.
We felt that this confidence should be reflected in all media touch points and visual communications, including Lakeside's website, brochures, business system and every form of signage. Here's what we came up with:
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