Karen (Gereffi) Goodman
Executive Creative Director
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Inside the R

Our society has created trusted symbols to help validate our choices, from ‘verified’ Instagram accounts to the Michelin Guide to the Good Housekeeping Seal, but what about Real Estate? Buying a home is often the largest financial investment people make in their lifetime, and it’s hard to know where to start or who to trust.

The National Association of REALTORS® has 1.3 million experts who abide by a Code of Ethics and they’re proud of it. The REALTOR® R is the trusted symbol you should look for when buying and selling property. We partnered with the legendary Director X to create a distinct and modern world to tell the world what REALTORS® do, and who they R.

NATIONAL ASSOCIATION OF REALTORS®

In a time when the home buying and selling process is being dominated by apps, Realtors® are the only verified real estate professionals who abide by a code of ethics and wear the “R” pin. We wanted to set the record straight and educate people about what makes their 1.3 million members different from the rest. We partnered with legendary Director X to create a distinct and modern world to bring their story to life.

Contribution:
Pitch lead, Creative Direction

Realtors create a world inside their “R” brand mark

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The Realtor R is a verified symbol and we wanted to pay tribute to it

A little behind the scenes from the TV shoot and :60 anthem for Realtors

Hyperlocal out-of-home

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