'Homeownership Matters' REALTORS^® Campaign

While working for Randle Communications, our client, the CALIFORNIA ASSOCIATION of REALTORS® (C.A.R.), gave us the opportunity to pitch a new campaign and brand strategy for their next legislative push in 2026. The C.A.R. brand we previously managed carried the tone of, well, a realtor. Corporate, clean, dark blues paired with crisp white and a dim orange oozes of cultivated confidence. We wanted to switch things up.

Let me introduce our Homeownership Matters campaign. This was not an act of boredom from the brand, this was a strategic shakeup once we looked at some key demographics in our audience: not just the legislators themselves (aged 60+), but moreso their millennial and GenZ staff "gate keepers," who filter in requests and control the representative's influence. With the younger generations already dismissing the idea of one day owning a home, we knew the legislative staff were not strong advocates for our client. We wanted to shift our eyes to a younger base who feel left our of the home-buying dream like millions of other Californians.

Our brand goal was to inspire optimism and inject energy into our branding. No more dark blues, but bright, diverse colors to represent hope and the vast range of every day Californians who one day dream to purchase a home in this state. We also intentionally chose candid, positive, moody images of normal folks to relate to our target audience.

Bonus: Along with the brand and campaign, we were tasked with designing an event for the top 2026 California governor candidates to speak at a forum for our clients members and the press corps. With the brand spread throughout the event, the client was thrilled with the results (client and I pictured in final image).

Overall, this campaign 1) spoke to consumers to spread awareness of the home buying crisis in California, 2) convinced many people in the state legislative staff and press corps that this association is serious about this issue and will speak up to state leadership to get things done, and 3) made our client really happy - they think differently about themselves and feel confident in putting themselves out there under this new branding.