REAL ESTATE / Full rebrand
How we helped Mod become Sacramento's definitive mid-century modern real estate brand.
Mod Real Estate specializes in mid-century modern homes in Sacramento. They had built a reputation as the go-to experts in the style, but their brand hadn't kept pace. A DIY identity that served them at launch was holding them back from where they wanted to go.
We led a complete rebrand, creating a custom logotype and full identity system designed to feel distinctly mid-mod without resorting to cliché. Elevated, trustworthy, and confident. The kind of brand that earns the listing before anyone walks through the door.
Brand Strategy / Visual Identity / Custom Logotype / Website Redesign / Signage / Art Direction / Social Templates / Business Collateral / Launch Campaign
The Challenge
Mod had built a loyal following and a strong reputation as Sacramento's go-to mid-century modern specialists. The brand hadn't kept pace. A DIY identity that served them at launch was holding them back from where they wanted to go. The goal was to elevate without reinventing, to build something that felt as considered as the homes they sell.
Brand Strategy & Creative Direction
The direction centered on a simple idea: mid-mod without the cliché. The aesthetic is specific enough that it's easy to do badly. Too retro and it feels like a costume, too minimal and it loses the warmth that makes the style worth loving. We researched deeply, from Sacramento's Streng Brothers homes to the sidewalks of Rio de Janeiro, before presenting four distinct concepts.
Logo Design Process
Each concept explored a different expression of the brand, different in tone, different in reference, different in how far they pushed the mid-mod aesthetic. Presenting four directions gave Mod the room to react, compare, and ultimately choose with confidence rather than compromise.
Final Logo Direction
The selected direction, Undulate, takes its cues from the more playful shapes within mid-mod design. The logomark moves, a custom M inspired by the curves of iconic mid-mod furniture and the shores of Rio, where Gaby once lived. It's the most personal of the four directions and the most distinctly theirs.
MCM inspiration
Four distinct concepts
Armed with a wealth of knowledge and an embarrassment of riches in inspiration we ultimately presented four distinct brand concepts to our client—you can ogle all four directions below.
Concept 1
Contour
This concept feels timeless while honoring the distinct mid-mod style through typography and color palette. The graphic shapes and frames you’ll see throughout this brand concept are inspired by residential floor plans, as well as the signature angles of a mid-mod roofline.
Concept 2
Beam
An elevated concept that speaks more to luxury, and higher-value houses. This brand celebrates the contrast between the clean lines of mid-mod architecture and organic, abstract nature. We use the word beam to speak to the literal exposed beam style of mid-mod houses, and the more ethereal beams of light that might shine through a window.
Concept 3
Undulate
This concept takes its cues from the more funky shapes within the mid-mod style, making it the most friendly brand direction. Undulate refers to the movement within the logomark itself and the patterns we created inspired by the shores of Rio de Janeiro (where Gaby once lived) and the distinct shape of some of the more iconic furniture of the era.
Concept 4
Nest
We centered this concept around the idea of the home as a nest. The graphic style is retro and chic, and the logo design itself is savvy and smart. The O in Mod is nested within the negative space, allowing the center shape to be read both as an O and as an I for mid-mod.
While we hold each concept dear to our hearts, we were extra enthusiastic about the playful direction they ultimately chose.
Brand Identity System
From the logo we built a complete visual system, primary and secondary marks, typography, color palette, graphic treatments, and layout guidelines. Everything a growing real estate business needs to show up consistently, across a yard sign, a business card, and an Instagram post.
Signage & Environmental Applications
Real estate signage is one of the most visible expressions of a brand. It has to work at distance, in bright light, and against the backdrop of a house it's meant to sell. We designed signage that's readable, premium, and unmistakably Mod.
Website Reskin & Digital Presence
We redesigned the Mod website to match the new identity, clean layout, strong typography, and a tone that feels polished without losing warmth. A site that earns the listing before anyone picks up the phone.
Business & Stationery System
Business cards, letterhead, branded documents, and client-facing materials. The full suite of collateral a realtor actually uses, designed to the same standard as everything else.
Launch Video & Campaign Assets
To introduce the new brand we created a launch video for social. Bossa nova soundtrack, mid-mod aesthetic, exactly the right tone. Supporting digital assets carried the brand across platforms from day one.
Social Templates & Ongoing Marketing
Flexible social templates that let Mod show up consistently across listings, announcements, and updates, without needing a designer for every post.
Brand launch video for social
Turn your volume up for the full 1960’s, bossa nova, mid-mod experience.
I had a fantastic experience working with Grafik. Their creativity brought my vision to life, and the attention to detail in their designs truly set them apart. The team was professional, responsive, and delivered high-quality results within my timeline. The collaborative process made me feel involved and valued as a client. The final deliverables not only met but surpassed my expectations, making my investment with them incredibly worthwhile. If you're looking for a reliable and creative graphic design partner, Grafik is the way to go!
“
Gaby Moreira Co-Founder and Realtor, Mod Real Estate
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