By Briana Waris
While 2017 was a year packed with exciting changes for Hughes Marino as a whole, it also marked a monumental year of growth and creativity for our marketing team. Tasked with the exciting challenge to develop an entirely new brand identity, we knew we needed to highlight Hughes Marino’s elevated sense of style, attention to detail and unique culture. Led by president and COO Shay Hughes’ clear vision, keen sense of design and determined confidence, our lean team of five “Marketing Mavens” were able to accomplish what many companies could only dream about in just six months’ time.
From the beginning, we understood that developing a new brand identity was going to be so much more complex than choosing new fonts and colors. We needed to develop an identity that echoed our Core Values, our sophisticated style and our steadfast integrity—everything that encompassed the Hughes Marino brand of excellence. We wanted a look to reflect our vibrant company that treats teammates and clients as family members. We had to represent our ever-growing team of diverse individuals, all bringing their own unique talents, interests and ideas that have made Hughes Marino the dynamic company that it is today. We needed our identity to continue to instill our status as the thought-leader of our industry. As you can see, this was no simple task!
Beginning in January, we dedicated months to meeting, brainstorming and fine-tuning countless ideas until we pinpointed exactly what we wanted to achieve. The process involved extensive research with inspiration drawn from a variety of outside influences—from the creative worlds of art, fashion and technology, to our own personal Pinterest boards.
From a design aspect, we underwent numerous rounds analyzing variations of our new logo and icon, weights of paper, color palette development, and defining layout styles, design aesthetics and typefaces. Once established, we focused on incorporating our new look onto every single Hughes Marino piece to ensure we kept a consistent identity across all locations and platforms. We designed ads for our new advertising campaigns, ordered new apparel and accessories, rebranded our commercials and gave our website a facelift. We designed show-stopping brochures packed with beautiful typography, an abundance of white space, artistic photography and revitalized copy. In a nutshell, we touched every aspect of our company.
Going forward, our print collateral and marketing materials will reflect our beautiful new editorial-inspired branding, which is just one more way to showcase our attention to detail, our specialized service and the Hughes Marino brand of excellence. I would be lying if I didn’t say it was a challenging process, but it was one that we are all so grateful to have experienced—and we had the opportunity to bond together in a way that could have only resulted from a task as large as successfully pulling off a company rebrand. I am so grateful to be in the presence of such amazingly talented teammates on a daily basis and am so proud of the work we accomplished in such a short amount of time. We hope you enjoy our new look as much as we all do!
Briana Waris is marketing director at Hughes Marino, an award-winning commercial real estate company specializing in tenant representation and building purchases with offices in San Diego, Orange County, Los Angeles, San Francisco, Silicon Valley and Seattle. Contact Briana at 1-844-NO-CONFLICT or firstname.lastname@example.org to learn more.