Address Income: A New Visual Identity in PropTech Leverages the Core of the Business: Location

Address Income combines the strengths of a traditional real estate brokerage with an investor-focused approach, empowering property owners in Reno and surrounding areas to make data-driven decisions. The forward-thinking, AI-leveraging company stood at a pivotal moment in its growth. While its innovative approach to simplifying property investment resonated with its audience, its visual identity lagged.

Before: The existing logo was visually cluttered, difficult to read, and impractical for diverse applications.

After: Both real estate investment and AI can be intimidating.  To emphasize approachability, lower case letters are used. The new design removes the detailed isometric of houses and roads and replaces them with a bold and approachable design. Unlike its predecessor, it is readable, modern, and scalable.

In reimagining the company’s visual identity, we turned a standard location symbol on its side to form a lowercase “a,” showcasing both the first letter of “address” and the idea of searching for the perfect investment property. The bright green square retains the company’s original color palette and bridges new design elements with existing brand equity.

By integrating function, story, and meaning, every creative choice reflects a thoughtful rationale rather than random preference. Every visual element carries a purpose tied to the heart of the brand. For instance, its not a coincidence that we chose to focus on letters instead of an icon – emphasizing that artificial intelligence is the engine that supports the innovation.

We began with an in-depth listening session, seeking an understanding around goals, target audience, barriers, and aspirations. The insights from this session informed the creative brief, which directed that the new branding needed to emphasize simplicity, confidence, and innovation as the brand’s core attributes​​.

Phase 2 focused on formalizing a brand architecture system, with the client experience at the center of the solution.  As the company broadened its services beyond property investing to include a chatbot and an analytics solution, a cohesive, scalable framework was needed for current offerings—and to guide future ones.

By creating a clear hierarchy and visual system, each offering fits within the broader brand ecosystem, making it easy for clients to understand, choose, and use.  Clients can now see how each service connects to the parent brand.  Creating a unified family of offerings, rather than separately branded products, means that marketing is more efficient, and that the branding system can scale easily as the company grows.

Phase 3 first focused on designing the new logo—a creative journey that began with about 25 concepts and culminated in the final mark after three rounds of review. During this process, we discovered that a lowercase “a” could cleverly reference the universal symbol of a physical location, perfectly aligning with Address Income’s core purpose.

The logo truly comes alive in its animated form—enhancing recall, reinforcing a modern positioning, and tapping into the rising importance of video for digitally-driven sectors like PropTech. As video use on social media continues to surge, a logo animation is a key element of any visual identity system, especially as an intro or outro in social media videos.

The new design met the brief’s criteria:

• Clean and bold for readability
• Lower case letters for approachability
• Focusing on the “ai” to subtly highlight the company’s name and its use of artificial intelligence
• A scalable design with primary, secondary, vertical, horizontal, and monochrome versions, ensuring consistency across mediums​.
• Storytelling at the core

A key graphic connector – the location point

The location point is a cornerstone of Address Income’s visual identity. Derived from the logo’s shape, it cleverly references both the universal location marker and the letter “a,” reflecting the brand’s property-focused mission. By highlighting key information and directing attention, it effectively guides the viewer’s focus across all communications—from printed sales sheets to social media posts and website pages. This simple yet versatile element ensures a consistent and unique presence at every touchpoint.

The application guidelines provide flexibility within a framework.  The system can be used in multiple ways:

• Masked Supergraphic
• Directional Focal Device
• Literal Location Point

1. Masked Supergraphic

• always include right angle
• always include part of curved section

Mask an image

Create staging area for logo symbol.

2. Directional Focal Device

• always include entire symbol
• right angle points to content

Direct focus to massaging.

Direct focus ti image area.

3. Literal Location Point

• always include entire symbol
• point of right angle is on location

Overlay on map to identify location.

Color palette

The Color Palette leverages existing Green, Gray, and Purple, and adds a vibrant blue to both enhance the brand architecture system and also provide more diversity in application.

Typeface

A typeface pairing of Centra No. 2 + Arial was chosen for their clean, modern aesthetic, defined by uniform stroke widths and precisely formed geometric shapes.

A Cohesive Visual Identity:

The reimagined Address Income brand is clean, professional, bold, and flexible. With a unified system, it seamlessly bridges the parent brand and sub-brands, delivering clarity and ease of understanding.

Enhanced Digital Presence with Animation:

The animated logo became a standout feature. It captures the attention of savvy investors and tech-forward homebuyers.

Scalability for Future Growth:

The new system provides a strong foundation for future offerings, with clear guidelines that simplify implementation.

Deliverables:

• Listening Tour
• Logo Design
• Logo Animation
• Visual identity system
• Full logo suite
• Brand guidelines

“Global Brand Works exceeded our expectations in every aspect of the project. Their attention to detail, responsiveness, and ability to deliver high-quality results amazed us. It was a seamless and rewarding experience from start to finish.” – Camy Bretin, Lead Marketing Coordinator, Address Income

Read full review here: https://clutch.co/profile/global-brand-works#reviews