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DSCVR PROPERTIES

Full Branding Initiative

REAL ESTATE & DEVELOPMENT

DSCVR Properties - Keller Williams is a real estate company based in Beverly Hills that takes a modern approach towards all things real estate. They utilize tech innovation and a unique skill set to service their clientele while producing the best outcomes possible. DSCVR approached ABD looking to create an entirely new brand from scratch. They had no name for the company nor did they have a specific look that they wanted to achieve.

Firstly, we created a name for the brand. Second, we created a logo that embodied all of their beliefs. Next we crafted a brand identity that strengthened the vision and from there we were able to create all of the deliverables with ease and confidence.

Logo • Creative Direction • Full Collateral Suite • Signage


NAMING CONVENTIONS

The first step for us formulating a proper name for the brand that spoke to not only us,
but them as a whole. Name suggestions included:

  • AMP (Always More Potential) Real Estate

  • DISCOVER Properties

  • PASSIONS Real Estate

  • SHIFT Real Estate

  • VERA Real Estate

  • LEAGUE Properties

*DISCOVER quickly became the favorite naming convention amongst the set and we wanted to take it a step forward. We removed all of the vowels from the word DISCOVER which left DSCVR. It was our extremist millennial modernist approach to the brand. We wanted to strip away all excess distractions from the brand leaving only purity in form.

We then came up with a simple tagline: “Discover the Difference”, continuing to play on the “discover” concept.

 
 
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LOGO

We were confident enough to explore one solid idea concept for the project: Craft one typographic logo that was powerful and strong in appearance. It needed to be edgy and futuristic, while being legible and simple at the same time. The concept for the logo stemmed from the word itself: discover.

dis·cov·er

/dəˈskəvər/

verb - to find (something or someone) unexpectedly or in the course of a search.


We applied these same logic to the logo: dissecting and deconstructing the letterforms in ways that would allow the mind to make inferences about what was being viewed. It became a visual mental game for us of just how little information in the letterforms we could give you that would still allow you to see the word DSCVR.

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We started with a set of our favorite fonts including Adam, Avenir, Century Gothic and Playfair Display.

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Using Century Gothic, we started dissecting each letter, using angles and consistent shape weights to maintain a relationship amongst the letters.

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Using Avenir, we approached this iteration by dissecting a piece of the stem of the letter “R” and then rotating that segment to next form the outline for the segment removal in the letter “D”. The sharp angled tips of the removed segments became the base for the terminals of letters “C”, “S” and “V”. From here it became a balancing act to get the letters to create harmony.

 

 
 

*From here, we added in the secondary word “Properties” and then started exploring the idea of color by adding in a dividing line and making it gradient.
Gradients are impactful and memorable when used correctly, and we believed that this was a perfect instance to do so.

 
 
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FINAL LOGO ITERATIONS

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We decided on a sunset inspiration for the color gradient and minimized the colors used.


Deconstructionism and edginess quickly became the aesthetic that we wanted to push for.
Giant blocks of black and white space, minimal use of gradients, scale between thick and thin lines,
and thin type all became elements of the DSCVR brand.

 
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LUXURY SIGNAGE

 
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STANDARD SIGNAGE

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POSTCARD DESIGN

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INSTAGRAM TEMPLATE SAMPLE DESIGNS

 

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