REALI BRAND 3.0
A Brand that Moves You
After successfully realigning Reali’s brand messaging, website UX, and SEO strategy (see Reali Brand 2.0), we saw strong momentum: increased engagement, improved organic traffic, and a brand voice that resonated with customers. But as Reali’s services expanded and competitors shifted, it became clear Reali needed a brand evolution—something bolder, more mature, and better equipped to compete.
APPROACH
As with every brand evolution, performance came first. Once engagement, content, and SEO metrics were consistently trending upward, we had the runway to invest in refreshing the visual identity. The approach was strategic and measured: honor the roots that existing users trusted, elevate the brand’s visual and verbal experience, and build a flexible system that could grow with the company. This wasn’t about chasing trends. It was about making Reali’s next chapter look and feel as strong as the service behind it.
THE BIG IDEA
Put the Heart Back In Home Buying
For most people, buying or selling a house is totally overwhelming, and for many totally out of reach. And let's face it, most real estate companies aren't doing much to untangle the complexities or lower the barriers to entry.
But Reali took a different path. They were simplifying the process, offering smarter products, and under-one-roof support. simplified the process, offered real support, and weren’t afraid to be honest about how stressful the journey can be. In fact, we leaned into that honesty, sometimes with humor, always with heart.
Home buyers don't need hype. They need a translator.
In interviews, users didn’t ask for luxury or inspiration—they asked for clarity. They wanted someone to explain things in plain English and help them feel less alone in the process. That became our creative north star.
This wasn’t about selling a dream. It was about meeting people where they are and helping them move forward with confidence. So we built a brand that spoke like a human, not a headline generator: clear, helpful, and grounded in real experience.
THE WORK
We modernized the Reali brand identity by introducing a more confident, high-contrast color system, refining typography to balance approachability with authority, and integrating real-world photography that reflected the diversity of Reali’s customers. We elevated illustration and UI elements to feel smarter and more polished, while keeping the brand’s approachable spirit intact. The result was a system that still felt distinctly “Reali,” but with a visual strength built for a larger, more competitive stage.
Design smarter, talk human, and watch browsers turn into believers.
Building on the messaging foundation from Brand 2.0, we expanded the voice guidelines across teams and channels. Reali’s new voice stayed clear, helpful, and human—never corporate or over-polished. It acknowledged the emotional realities of home buying and selling while remaining optimistic and action-oriented.
On reali.com, we refined the layouts for a more lifestyle-forward feel, updated content hierarchies to highlight Reali’s full-service evolution, and expanded SEO-rich hubs for key services like refinancing, cash offers, and trade-ins.
THE END
Reali Brand 3.0 never officially hit the wild — Reali was acquired just weeks before launch — but the work found a second life behind the scenes. The identity system, voice playbook, and component library became the roadmap for integrating Reali’s products into its new parent company’s ecosystem. Internal teams finally had a single source of truth that clarified how to speak, design, and ship with purpose.