Our goals were to keep it simplistic yet sleek; have it be friendly, modern, and straightforward; and most importantly, maintain its brand equity.
This redesign pays homage to LeaseLabs’ past while introducing a glimpse into its future with the RealPage acquisition. It features subtle shifts in the color palette, logo treatment, and brand flexibility to help maintain trust with its clients and audience. This included reduction in the use of “LeaseLabs blue" (previous primary color), use of a flexible and scalable design system, including a RealPage presence into brand, and introduction of new brand elements. All of these changes were to be reflected in all aspects of LeaseLabs which included its products, collateral, promo items, web presence, digital media, social media, client experience, and more.
Being the Art Director for LeaseLabs, I took a hands-on approach and worked alongside the Creative Director and one of our high-level Senior Designers to accomplish this rebrand task. My contributions included strategy, exploration, design, production, and final execution in helping create a vision for what this all-new LeaseLabs would look like.
