KLM Equities, a successful real estate development and management firm, partnered with The Charles to revamp their brand identity and establish their digital presence. The Charles worked with KLM Equities to design and produce a comprehensive identity design system and corresponding collateral. The defined visual aesthetic was rolled out across all digital touch points. The rollout included a fully responsive site that showcased the company history and mission, in addition to their portfolio of properties.
- Identity Design and Development
- Website Design & Development
- Photoshoot Art Direction
A Solid Brand Identity & Flexible Digital
With over one million square feet of real estate developed and a portfolio of more than 50 properties nationally, KLM Equities is one of New York City's premier developments firms. Having multiple national scale projects, KLM needed a solid brand identity and a flexible digital roadmap to grow and promote their business and properties.
The Charles consulted with KLM Equities on their brand and naming strategy, as well as the rollout of their identity design, website structure and digital roadmap. A flexible approach allowed the property pages to be effortlessly updated. This provided KLM the flexibility for future growth, while ensuring a coherent and consistent identity design system.
“A comprehensive rebrand that represents KLM's heritage and strengthens their digital presence.”
A Rebrand That Speaks to the Company's Heritage
Founded in 1978 by property magnate Nikos S. Kefalidis, KLM Equities did not undergo any significant brand updates since its inception. The Charles designed a typographic-focused brand identity and collateral system for KLM Equities that appealed to the stylistic sensibilities of their target audience, while keeping in line with the company’s history.
Photography & Art Direction
To ensure aesthetic consistency across the brand visuals, we produced a photoshoot of select properties for KLM’s website. As part of the service, we provided the client with detail-oriented staging, production and art direction.
Website Design & Development
The redefined visual aesthetic was rolled out across all digital touch points, including a fully responsive website that showcased the company's history, mission and portfolio of properties. The key objectives for the website were to show the company's philosophy and experience, showcase the portfolio and properties, and define the visual tone of the brand.
To appeal to the audience’s refined visual taste, our design team approached the project with an image-oriented navigation system that utilizes content boxes with appealing imagery as the jumping-off point for important content.
Interactive & Flexible Map to Showcase the Properties
The Charles designed and developed an interactive map for the website. All the properties can be listed and highlighted on a custom-designed map with 100% control in the ExpressionEngine backend.
A Dynamic Layout Tailored to the Content
With over 150 properties to the KLM name, The Charles created solid information architecture to ensure users could seamlessly navigate the site and easily find the property information they needed.
Switching Between Content Types
On the properties page, users can easily switch between two different view modes: an image grid layout for featured properties and a map layout for all the properties across the country. The concept behind this functionality is to provide the most effective visual for different types of content and to achieve different business goals. The image layout showcases the details of the featured properties and is more inviting for people to click into each property page, while the map layout provides a broader picture of the company as a management firm.
Within the master website, The Charles developed a modular page to provide users with a "necessary info only" overview of each property, with a link to the property's website for full viewing.
Selling with Appealing Images
With the photoshoot we directed and produced, each property highlights multiple image carousels that say a thousand words in one image.
Flexible Content Management
The website is built on a dynamic front-end structure that allows the layout to automatically reorganize and adjust itself based on the amount of properties uploaded. The user-friendly CMS with drag-and-drop functionality allows the KLM Equities team to upload and organize content with flexibility and ease.
Expandable Template Approach
The Charles produced modular templates that enabled the client to internally manage the many properties within the KLM Equities portfolio.
Access Everywhere for Business Needs
KLM Equities’ website is compatible across mobile devices and designed to serve as a sales tool for the company’s brokers, so they can showcase properties to clientele anywhere, anytime.