With Rhove launching $1 / share investing for everyone, it was a good time to examine if the old brand served the new business model. What we found was there was considerable market confusion as to what Rhove did and who we were trying to be. I championed the change and moved quickly to establish new brand pillars, visual identity and messaging strategies.
With the launch of the new product, Rhove not only needed a new brand system and visual identity, we needed new messaging and positioning statements as well. I lead the efforts to capture and refine the mission and vision for the company and turn them into a new wholistic brand expression.
1) Discovery: Stakeholder interviews (co-founders) to understand vision for the company and business objectives, competitive audit of visual identity systems, brand personalities, etc
2) Exploration: Mood boards and mark exploration
2) Design: Established 6-7 key messaging points, brand pillars and a marketing mix to go with the foundational elements of the visual language
3) Refine: Continual expansion and refinement of the new brand to maintain flexibility and cohesiveness
The negative space arrow moving up and to the right not only represents investment returns, it symbolizes an elevated investing experience, a new way to buy and sell real estate, and elevating users to where they want to be.
• Empowered real estate investing (55%): investing beyond returns. We're giving people the opportunity to own and participate in projects that matter to them
• Simple accessibility (25%): Simple UX that removes hurdles. Democratizing real estate investing by reducing fees and investment minimums
• Community (10%): Community driven experience where users can connect with property developers and other investors
Marketing strategy: Community driven growth with organic content and paid influencer campaigns. Referral campaign where users can earn up to $500 to invest.
Over 35% increase in total followers across all social channels since launch
Maintaining CaC below $15 by relying on core product experience and word-of-mouth marketing
Significantly more engagments, interactions, and impressions
