Allen Tate —
Home Physical Campaign
Integrated Marketing Campaign Design
Role: Graphic Designer | Year: 2023-2024
Overview
The Home Physical campaign was a branded initiative developed by Allen Tate Realtors to encourage homeowners to assess their property’s market readiness—positioning a home evaluation as an annual “check-up.” My role was to design a cohesive suite of creative assets that brought the campaign to life across print and digital platforms, maintaining visual unity while adapting to a variety of formats and audiences.
Objectives:
To create an approachable, visually engaging campaign that:
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Communicated the importance of a home assessment
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Felt trustworthy, friendly, and actionable
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Drove engagement across digital and physical touchpoints
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Supported Allen Tate agents with on-brand, versatile marketing materials
Research & Strategy
The campaign messaging was informed by:
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Seasonal timing: Launched during late winter/early spring when homeowners are planning for summer listings.
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Behavioral insight: Homeowners are more receptive to maintenance language than sales pitches.
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Competitive analysis: Most competitors lacked a metaphor-driven approach, making the "physical check-up" concept a standout.
Design direction was built from:
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Allen Tate brand guidelines (colors, fonts, voice)
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Consultation with marketing and sales teams to align messaging with agent needs
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Prior campaign performance to determine asset priorities (i.e., emphasis on digital billboard placement and postcard distribution)
Target Audience & Personas
Understanding the demographics and user personas behind this campaign was crucial to ensuring each design asset resonated with its intended audience. By identifying who we were speaking to, whether it was a ready-to-sell homeowner or someone just exploring their home's value, I was able to tailor the visuals, tone, and messaging to speak directly to their motivations. This strategic insight helped guide everything from color palette choices to content hierarchy across platforms.
1. The Proactive Seller
Demographic: Ages 35–55, suburban, family-oriented
Needs: Wants to sell in the next 6–12 months
Design Consideration: Clear CTA, approachable but confident tone, minimal jargon
2. The Curious Homeowner
Demographic: Ages 40-65, long time homeowner
Needs: Wants to assess home value but isn't sure about selling
Design Consideration: Warm color palette, non agressive layout, informative over promotional
The Design Process
A clear design process ensured that every asset created for this campaign aligned with the brand’s message and maintained consistency across platforms. From early concept development to final production, each phase helped translate the campaign’s goals into cohesive visuals. This structure allowed me to stay efficient, adapt designs for multiple formats, and deliver work that was both strategic and visually engaging.
1. Conceptualization
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Collaborated with copywriters and creative leads to translate the “Home Physical” metaphor into a visual motif (stethoscope, clipboard, clean typography)
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Explored ways to visually reflect "health check-up" while maintaining real estate professionalism
1.1 Collaboration and Metaphor Translation
The initial step involved close collaboration with copywriters and creative leads. The primary goal was to translate the abstract concept of a "Home Physical" into a tangible and visually appealing motif. The team explored various visual elements that could effectively represent the idea of a comprehensive home assessment.
1.2 Visual Exploration and Brand Alignment
A significant portion of the conceptualization phase was dedicated to exploring different visual approaches that could effectively reflect the "health check-up" concept. The challenge was to strike a balance between the medical metaphor and the established brand identity of Allen Tate Realtors.
1.3 Iterative Feedback and Refinement
Throughout the conceptualization phase, regular feedback sessions were conducted with key stakeholders, including marketing managers, sales representatives, and executive leadership. These sessions provided valuable insights and helped to refine the visual direction of the campaign.
1.4 Documentation and Presentation
The final step in the conceptualization phase involved documenting the chosen visual direction and presenting it to key stakeholders for final approval. This documentation included:
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Visual Mockups: Showing how the visual elements would be used in different marketing materials, such as brochures, website banners, and social media posts.
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Style Guide: Outlining the specific color palette, typography, and imagery guidelines for the campaign.
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Messaging Framework: Defining the key messages and talking points that would be used to promote the Home Physical service.
2. Asset Planning
The project began with a thorough discovery phase to understand Allen Tate Home's brand identity, target audience, and specific needs for physical graphic design.
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Stakeholder Meetings
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Brand Audit
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Competitive Analysis
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Target Audience Research
1. Concept Development and Design Exploration
Based on the insights gathered during the discovery phase, the design team began exploring various design concepts.
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Mood Board Creation
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Sketching and Wireframing
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Typography Selection
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Color Palette Refinement
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Iconography Development
2. Design Refinement and Iteration
After presenting the initial design concepts to the stakeholders, the design team refined the chosen direction based on feedback.
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Feedback Incorporation
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Design Iteration
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Usability Testing
3. Master Visual System Development
The core of the project was the development of a master visual system that could be adapted across various physical formats.
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Scalable Graphics
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Brand-Consistent Icons
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High-Contrast Headers and Readable Body Text
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Flexible Layout Grid
4. Implementation and Production
Once the master visual system was finalized, the design team began implementing it across various physical formats.
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Template Creation
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Print Production Coordination
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Quality Assurance
5. Documentation and Guidelines
To ensure the long-term success of the project, the design team created comprehensive documentation and guidelines for the master visual system.
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Style Guide Development
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Usage Guidelines
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Asset Library Creation
3. Execution
Assets Designed:
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Billboards (Digital + Print): Optimized for quick readability with clear CTA and brand logo
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Email Signatures: Integrated small campaign icons to subtly reinforce message
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Social Media Graphics: Created carousels, single-post graphics, and animated versions
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Office TV Screens: Motion-friendly slides optimized for waiting rooms and lobbies
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Digital Ad Banners: Various sizes for web placement with punchy messaging
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Postcards: Designed for direct mail, included QR codes linking to campaign landing page
All designs were created in Adobe Illustrator, Photoshop, and InDesign. File delivery included both layered source files and exported formats for each platform.
Email Signature
Website Banner Image
Outcomes:
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The campaign saw a significant boost in agent adoption, with over 35% using materials within the first month.
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Social media posts generated increased engagement compared to previous seasonal campaigns.
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Digital billboards reached an estimated ~20,000 consumers across key metro areas within the brand's footprint.
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Postcard QR scans led to a noticeable uptick in home evaluations scheduled via the Allen Tate site.
Reflections:
This project allowed me to work end-to-end on a multi-platform brand campaign from concept to final production. It sharpened my ability to design consistently across formats while remaining agile and responsive to different mediums. I especially enjoyed building strong visual cohesion, ensuring each piece felt like part of a larger story.
