My good friend, award winning designer, Kelly Hartman, asked us to create images for her real estate client, CalgaryProperties.com. Jamie and Lyndell Ruff make up the experienced Mother and Son real estate team. We also worked with talented writer and communicator Claire Poole from Clarify.com. Here is a bit about the background of the creative for their smart new brand.
Objective:
Calgary Properties’ brand needed to reflect their competitive edge and provide clear messaging and a strong visual presence based on their business acumen and extensive experience. They wanted a more modern visual and textual representation of their prowess.
The identity:
The word “PRO” in “Properties” was the core to the new identity. The word mark and all support materials were built around this. Metaphors, slogans and other key messaging with “PRO” highlighted were used in many of the communication pieces. Craft and detail were key in all elements. Everything was tactile, engaging and very human – all important to the relationships Calgary Properties prided themselves on.
The perfect location was Marda Loop on a sunny morning. This successful urban location in Calgary shows how independent business and multiple residential dwellings can live cohesively and aesthetically integrated. The plan was to also show how the client integrate in their community. We went with fill light sources and let the morning sunshine back light everything to bring the warmth and true feel across. The trick here was to make what’s natural look natural and still direct the image to convey the message and fit the wide cinematic format of the layout. I realize it’s a funny thing to say make what is natural look natural but if you were to just take a snap shot of this setting it would not at all appear or capture the real feel of the actual setting.
We feel light when we are in it and we can see all ranges of light but the camera see’s light in terms of F-stops and in the sun there can be as much as a 5 stop range in F-stops which pretty much takes you from white (in the sunlight and things being hit directly by sun) to black (things you can still see in the shadows but can not expose for in conditions of bright sunlight)
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A fill light source can be direct or indirect. We used a combination of speedlights, reflective fill cards and umbrellas on Alien Bee strobe lights.
There was a second session later on in our studio to create their bio images.
~trudie
Visit my website at www.harderlee.ca