Luxury Real estate Marketing
Senior Graphic Designer & Advertising Manager
Bridging the gap between high-end brand identity and data-driven advertising to scale Utah’s premier luxury real estate listings.
Business Growth Opportunities
Design
Agents needed personalized branding to stand out while staying cohesive with Sotheby’s International Realty’s strict brand integrity to maintain its global luxury status.
Operations
Ad spend was fragmented. Agents needed a streamlined way to buy media, negotiate rates, and track performance without managing the logistics themselves.
Phase I: The Creative
Graphic Design & Brand Strategy
Custom agent Branding & MARKETING SUITE
Custom branding suites for top-producing agents bridge the gap between individual identity and corporate guidelines, ensuring a unique market presence remains anchored in a global luxury brand. This collaborative process translates a professional philosophy—whether traditional, transitional, or modern—into a sophisticated visual narrative.
By curating typography, color palettes, and custom wordmarks, these identities capture an authentic essence with a level of intentionality that standard templates cannot replicate. The result is a cohesive brand system that balances personal style with professional clarity.
ROLES + SKILLS: Brand Design, Art Direction, Typography, Layout Design, Style Guide Development, Client Collaboration
TOOLS: InDesign, Illustrator, Photoshop, Active Pipe
High-Value COllateral
Custom property booklets elevate high-end listings by capturing an individual identity within the framework of corporate guidelines. This editorial approach translates complex property data—from expansive acreage to architectural nuances—into a sophisticated narrative designed for a high-net-worth audience.
By integrating bespoke mapping and curated layouts, these pieces illustrate scale and lifestyle with a level of detail that generic templates cannot achieve. The result is a refined, cohesive marketing asset that balances a property's unique soul with professional brand clarity.
Premium Execution:
Tactile Quality: A 54-page, perfect-bound physical booklet featuring a soft-touch finish for a prestigious, book-like feel.
Digital Integration: A mirrored digital edition hosted on a custom property website, ensuring a consistent luxury experience across all platforms.
ROLES + SKILLS: Print Design, Layout Design, Map Design, Illustration, Digital Display, Print Production
TOOLS: InDesign, Issuu
Phase II: Strategy
Advertising Management
The menu of Advertising
Categorized into a clean, tiered system so agents could shop for their listings based on budget and goals.
Print & Digital: Organized by "Quick Dates" (deadlines), "Common Publications," and "Bulk-Negotiated Pricing."
Advertorials: Shifted from "Sale Ads" to "Storytelling." I used long-form editorial layouts to position properties as lifestyle features rather than just listings.
Cross-Platform Bundles: Created "Omni-Channel" strategies where a high-end print ad was automatically supported by a synchronized AI-targeted social campaign.
To establish advertising services as a partnership, not just a production hand, I built a "Rules of Engagement" section within the menu.
Clear boundaries create premium results.
The Deadlines: Established "Hard Stops" for submissions to account for external publication lead times.
The 'No-Control' Clause: Educated agents on publication-side variables (last-minute layout shifts) to mitigate friction.
Standardized Assets: Created a checklist for photography and copy to ensure every ad met Sotheby's luxury standards on the first draft.
Negotiated Rates: Lowered per-page costs by 25% via annual contracts.
Centralized Billing: Handled all publication invoicing, saving agents on average 5 hours per week.
Placement Accuracy: Reduced "rushed" or "missing" ads to near-zero through the new calendar system.
The business impact
Want to see some of the print ads?
THE RESULTS
Professionalism
Created a unified brand voice across all Utah publications.
Efficiency
Streamlined the ordering process through the custom menu.
Revenue
Facilitated the marketing for Utah’s most expensive listings with zero brand dilution.