Astoban Properties needed a unified brand presence that could span multiple high-end residential developments in Philadelphia, each with its own tone, architecture, and buyer profile. I developed a flexible brand system that maintained luxury standards while allowing for project-specific differentiation.

Strategy

We were solving for three main challenges:

1. Lack of brand cohesion across developments

2. Inefficiencies in asset production for agents and developers

3. Conflicting visual language between Astoban and Kurfiss/Sotheby’s campaigns

My goal was to establish a visual identity and tone that projected timeless luxury while being adaptable to each building’s unique character. I worked directly with developers, internal teams, and Sotheby’s corporate to align messaging, visual direction, and market positioning.

System & Execution

I created a modular brand identity system including:

• Logo lockups, color palettes, and typography guidelines

• Property-specific design elements (i.e. floor plan treatments, signage)

• Branded templates for digital and print campaigns

• Email marketing and social graphics

• Custom Keynote pitch decks for sales agents

• Centralized asset library with ongoing governance

Outcomes

• Enabled faster campaign launches across 4+ developments

• Created a consistent, premium brand presence that aligned with both developer vision and Sotheby’s corporate standards

• Supported the successful sell-through of properties priced up to $4.25M