Spearheaded by one of New York’s top, award-winning real estate agents, Ilan Bracha, Bracha New York is reputed as one of the most powerful brands in luxury real estate. In 2010, the Wall Street Journal named them the No. 1 real estate brokerage team in New York City. Bracha New York’s continued success lies in their network of expert agents, their world-class customer service and intimate knowledge of the luxury real estate market in the area. No agency knows New York better.
After 15 years in the business, Bracha New York’s brand image was not keeping up with its commercial success. Like a quality whiskey, Bracha’s team had become better with age, but its brand image failed to represent its maturity. Squat New York set out to correct this problem and present them as the real estate powerhouse they are today by creating a brand founded on power, sophistication and class.
The first decision in this endeavor was to rename Bracha Group as Bracha New York in recognition of the group’s specialized knowledge of the New York area. To build up the “better with age” image and infuse the brand with a sense of wealth, we used a color palette of navy, purple, and rich browns — inspired by cherry dark wood and an excellent, aged bourbon.
The advertising campaign was the brainchild of our marketing heads, who saw an opportunity to reimagine the presentation of Bracha’s network of agents. It started with a photoshoot at the Gild Thompson Hotel, one of New York City’s most luxurious hotels, painted with the same dark, rich hues of our existing color scheme. The images were complemented with a line that highlights the commitment of Bracha’s team to financial escalation through the housing market: “We are Bracha New York, and together we’ll build the foundation for your personal wealth.”
With the cooperation of our entire creative team, the Bracha clan, and notable photographer, Peter Hurley, we were able to bring all our plans to fruition. The new campaign, accompanied by a new set of collateral and promotional materials, works to showcase Bracha’s long-standing prestige and reputation. Within the first month, Bracha’s web traffic doubled, leading to an onslaught of hot leads and word-of-mouth recommendations – the bread and butter of real estate.
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