Tom Makinney, a Prudential Prairie Path REALTOR serving Elmhurst, Illinois and the surrounding area, sought to establish a distinctive personal brand while still leveraging the strength of the Prudential name. The goal was to move beyond the conventional visual language of real estate marketing and create a more authentic, differentiated presence.
A brand voice rooted in clarity, honesty, and directness was developed to reflect Tom’s personality. Paired with a clean, classic design system, this approach created a cohesive identity that set him apart from competitors and established a strong foundation for all communications.
The strategy extended across multiple channels, including targeted direct mail campaigns tailored separately to buyers and sellers. A supporting website integrated MLS functionality and provided customizable search tools, enhanced by rich media and blog content to create a more dynamic and engaging user experience.
To drive traffic and increase visibility, a pay-per-click campaign was implemented, reinforcing a consistent brand message across all touchpoints and connecting with a clearly defined audience.
Role: I led ideation, design concepting, and directed production and execution across brand, digital, and marketing initiatives.
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