Rebranding the First Tech-Enabled Real Estate Brokerage

Locate harnesses predictive intelligence to help make data-driven real estate decisions for retail. As the world’s first tech-enabled real estate brokerage, Locate supports clients like Parachute, Allbirds, Barry’s Bootcamp, Massage Luxe, and Sprint to grow their retail businesses through accurate site selection. Locate makes the site selection process more reliable by uniting artificial intelligence with broker expertise, helping retailers grow profitably, and empowering brokers that partner with Locate by providing unprecedented data.

Since its launch in 2014, Locate has transitioned from a software partner to a full-service real estate firm. Locate approached Wunderdogs to rethink their rising real estate brand and create a new website landing. Our main challenge was creating a balance between the “traditional” and “avant-garde” characteristics of the innovative brand in a conservative industry. The resulting identity embraces the company’s goal to “Reinvent retail real estate through the power of knowing” while highlighting Locate’s dynamic, smart and ambitious personality.

We began by analyzing Locate’s unique position in the real estate industry, together with their sound purpose and value proposition. From these, we derived a concept that would lead with trust and assurance of superior service, bolstered by advanced technology.

We incorporated the idea throughout the identity, starting with the logo, which is minimalistic yet abstract and combines a real estate theme (triangular location symbol) with technological aesthetics (outlined radar graphics)

The brand’s color palette consists of a rich dark blue hue contrasted with gold to create a premium feel. This complements the brokers’ visual surroundings and appeals to the brand’s end customer – retail business owners.

To achieve the perception of structured and functional informational hierarchy, we made use of only one font in various formats, F37 Ginger.

The imagery selection for the brand and website consists of vibrant pictures representing Locate’s processes and customers. To visually unify the identity, we incorporated the grid treatment developed from the logo into the photography. This also gives the Locate website a distinctive look.

The website and UI development’s main objective was to provide high functionality while maintaining a memorable user experience. We, therefore, employed the best UI practices to accommodate these goals. Large imagery paired with a limited set of UI elements made for smooth & straightforward interactions with the website.