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FairSquare

Director, Brand Strategy & Design + Naming

After previous acquisitions and earlier brand incarnations, Quebec-based Desjardins Group looked to launch a new realtor brand in Ontario, Manitoba, and Alberta. Offering home buyers and sellers many of the cost savings, incentives, and digitally-enabled convenience of DIY-style competitors, this new company also planned to add the high-level customer service and expert team care provided by traditional realtors as a total package to consumers. Working closely with the market research provided I directed name development—FairSquare—the guiding brand narrative—“A New Way Home. Yours.”—and design of the corporate brand identity plus visual system guidelines. As part of the launch I also consulted on go-to-market campaign planning, and provided senior creative oversight and direction of radio ads, and video spots for broadcast and social channels produced with partner Unified Content and director Joe DiBenedetto.

After previous acquisitions and earlier brand incarnations, Quebec-based Desjardins Group looked to launch a new realtor brand in Ontario, Manitoba, and Alberta. Offering home buyers and sellers many of the cost savings, incentives, and digitally-enabled convenience of DIY-style competitors, this new company also planned to add the high-level customer service and expert team care provided by traditional realtors as a total package to consumers. Working closely with the market research provided I directed name development—FairSquare—the guiding brand narrative—“A New Way Home. Yours.”—and design of the corporate brand identity plus visual system guidelines. As part of the launch I also consulted on go-to-market campaign planning, and provided senior creative oversight and direction of radio ads, and video spots for broadcast and social channels produced with partner Unified Content and director Joe DiBenedetto.

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