THE OPPORTUNITY

Reid Group is St. Louis’ premier luxury real estate company with a track record of selling out luxury condominium development projects.

Reid Group specializes in selling luxury residential developments. They have sold out properties like The Plaza in Clayton, with some of the most expensive luxury condos that have ever been sold in St. Louis. When Reid Group came to Novel for marketing services their outdated brand identity and website were disconnected from their accomplishments and didn’t align with their target audience of luxury consumers.

NAME + LOGO +

BRAND IDENTITY

MODERN LUXURY MEETS MEANINGFUL STORYTELLING

Reid Group needed a new logo, tagline, and color palette that would appeal to their target audience of luxury consumers and position Reid Group as a leader in luxury real estate. After a decade in business, founder Ellen Reid was ready to position the organization for the next level of growth with a fresh look and new marketing strategies better aligned with their capabilities and goals. She also wanted to make sure it was a seamless user experience for her customers.

After performing a competitive analysis, we dove into the market research phase of our work to identify best practices in both the national real estate market and the global luxury market. The Novel creative team’s work was informed by this research to create a logo that is both elegant and smart.

We conducted workshops to learn about Reid Group’s portfolio of work and identify the industry messaging that was important to them. Reid Group is a leader in the St. Louis market. We tell that story through case studies that feature their 100% success rate selling out development projects. We prioritized storytelling that features their portfolio of work and testimonies from high-profile clientele in our marketing strategy and website build. Our strategy was to create a website that served as the brand’s main calling card—a brand asset that immediately communicates luxury, messaging priorities, and positions Reid Group as St. Louis’ leader in luxury real estate. 

CUSTOM PUBLISHING

PRINTED MARKETING MATERIALS THAT MOVE THE NEEDLE

In real estate, compelling marketing materials are an important part of the customer’s conversion journey. We worked with Reid Group to create elevated, unique pieces that would reflect their new upscale brand identity. We wanted to make sure that the printed materials complemented the content provided on the website and social media, so we created a content strategy that allowed each platform to play its role in the conversion journey.

CONTENT-CENTERED APPROACH

SOCIAL MEDIA, EMAIL CAMPAIGNS, BLOG POSTS THAT HIGHLIGHTS THE REal estate PORTFOLIO

Storytelling is important, especially in industries like real estate. Reid Group needed Novel to create relevant content to highlight their recent successes and current projects. We worked with the team to develop stories that would show (vs. tell) the success of Reid Group while also highlighting the services that Reid Group offers. On social media, it was also important that the photography quality reflected the brand’s luxury identity, so we leveraged Novel’s award-winning commercial and editorial photography team to tell that story. The result is upscale, elegant story-forward social media platforms.