Christie’s is the best known brand in the art world but its International Real Estate brand needed to be revitalised in order to maintain its position as the world’s foremost international luxury real estate company. In order to do so, we needed to revitalise the brand in a way that would be embraced by Christie’s and by the vast network of affiliates around the world, through whose properties the brand really comes to life.
A unique combination
Though the company is uniquely positioned at the intersection of the world’s foremost auction house art and an unparalleled luxury real estate portfolio, the connection between the auction house and real estate companies was unclear. The revitalised brand draws the real estate brand closer to the auction house brand and it brings the expertise, as well as the language and tone of the auction house to the world of real estate in a way that only Christie’s can deliver.
In a market dominated by hyperbole, we focused on the fine detail that is usually overlooked. We highlighted the connoisseurship of every element of the art and the provenance of the properties in a way that only Christie’s can, and brought a new perspective on luxury with crisp copy, clear facts and pin-sharp photographs, to tell the story of the brand through the properties themselves.