Jay Schmidt Group | JSG

Rebranding a real estate power into a powerhouse.

Wisconsin Real Estate Rebrand | JSG Photography

JSG Real Estate Photography in Wisconsin

All photography is property of JSG

From Jay Schmidt to JSG

The Jay Schmidt Group is the #1 team in Metro Milwaukee for both buying & selling real estate.

Initially starting out with the eponymous Jay Schmidt leading a few other agents in North Shore real estate, the team has expanded to more than 25 team members & well beyond the North Shore community.

The rebrand consists of changing over from Jay’s namesake to the collective ‘JSG.’ Their original & current look is not dissimilar from their brokerage, Keller Williams, & overall fades into the background of the crowded real estate space. This new identity needs to reflect the transition to a large successful team that embodies their mission of being trustworthy, luxury, & approachable.

The brief

Jay Schmidt Group’s current logo is confusing & very unmemorable. It shares the same color palette as their brokerage, Keller Williams, as do many of the other Keller Williams groups in the area & nation. The team is looking for a more modern look & feel, with a clear message that conveys the team’s professionalism, trustworthiness & a luxury appearance.

Professionally changing from ‘Jay Schmidt Group’ to ‘JSG’
Logo
Brand identity
Social media graphics & management
Print materials
Management & creation of agent marketing materials

Research & concepting

The mark

The focus of the rebrand was ‘the mark.’ The JSG team wanted something synonymous with their business that conveyed that they are a professional, trustworthy & luxury brand. The final version is a cross between a letterform & an abstract mark. All three letters, J-S-G, are represented in a strong circular mark that feels strong, modern & timeless.