jay schmidt group

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
Signage
Social media graphics & management
Business card & stationery
Agent materials - listing presentations, forms, etc.

research & concepting

Photography property of Jay Schmidt Group

STYLESCAPES

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.