Rebranding a Global Asset Management App

Executives at Douglas Elliman were in search of a brand identity for their global new development portfolio application. I lead naming, competitive research, ideation, identity design and sales materials for Strata. The brand is built on a complex layering of the multiple CMS data-entry points, key players in construction and property listing, and comms tools, layers resembling the sedimentary foundations much of these properties (outside of South Beach) are built on. The Image Mark captures this concept well, illustrating layers of complexity and the innovation of the application moving through those layers, creating one cohesive experience for Douglas Elliman’s high-profile real estate clients.