As we worked in collaboration with Dominus on their brand platform, it became obvious that they would need a sector-specific brandmark for their huge standing in development and investment in communities.
It would need to retain all of the strength and scale of the Dominus brand, with a clear sector outlook.
That brand is Dominus Real Estate.
Disciplines
All
Branding
Deliverables
Brand identity & strategy, market positioning, animated brand suite, proposition & values, tone of voice, aesthetic standard, national brand launch
Using the original macron as a starting point, we crafted an icon suggestive of both a compass and a guiding star, encapsulating the ideas of journey, progress and entrepreneurialism which are key to the way Dominus Real Estate does business. As with the original Dominus brand, we positioned this mark above the ’us’ in Dominus, creating a clear link back to the masterbrand and leveraging the strength of this original unique positioning.
A lasting legacy.
We took ownership of the term ‘real estate’ (a centuries-old term which refers to identifying genuine or real value from the land) and combined this with our original Dominus wordmark, resulting in the addition of the strapline ‘Real Estate Unlocked’. This allows us to position the new brand without undermining the strength of the overarching Dominus wordmark.
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