ABOUT

Lee Property aka Realeestic Property is a personal brand of a local property agent (under ERA Singapore) that focuses on property investments. He recognised the need to set himself apart from the sea of agents and poorly self-branded identities in the market. I was tasked with designing the logo as well as advising on the brand identity's art direction.
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As this was his personal branding, he wanted to represent the brand with his Mandarin surname '李' (written as Lee in English). It was almost meant to be when we noticed how certain strokes of the character created a shape of a house.

The logo is designed to communicate the personality of its founder and what he hopes the brand to be—approachable, modern & trust-worthy. As well as portraying a light-hearted image in an often corporate and serious industry. The identity system is imagined to be clear and simple with a tone of voice that is confident and casual with a touch of humour (like speaking with a friend!).