'Homeownership Matters' REALTORS^® Campaign

While working for Randle Communications, I was given the opportunity to pitch a new campaign and brand strategy for our client, the CALIFORNIA ASSOCIATION of REALTORS® (C.A.R.), for their next legislative push in 2026. The C.A.R. brand I had previously helped manage carried the tone of, well, a realtor. Corporate, clean, dark blues paired with crisp white and a dim orange oozed of cultivated confidence. I wanted to switch things up. Let me introduce the Homeownership Matters campaign.

This wasn't an act of boredom with the brand — it was a strategic shakeup I proposed after looking at key demographics in our audience: not just the legislators themselves (aged 60+), but more so their millennial and Gen Z staff "gatekeepers," who filter requests and control the representative's influence.

With younger generations already dismissing the idea of one day owning a home, I recognized that legislative staff were not strong advocates for our client. I wanted to shift focus to a younger base who feel left out of the home-buying dream, like millions of other Californians.

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

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

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