901.683.6693
1770 Kirby Pkwy, STE 118
Memphis, TN 38138
Client: Rick Baer Realty
Rick Baer Realty
A complete rebrand and website for a leader in Memphis real estate.
The Backstory
Rick Baer has been in Memphis real estate since 1985. His team has over 225 years of combined experience. The reputation was already there. But when Broad Avenue Realty made the decision to rebrand as Rick Baer Realty, the visual identity needed to catch up to the name on the door.
This wasn’t a logo swap. It was a ground-up brand build: new name, new mark, new color palette, new tone, new guidelines, and a new website that tied it all together.
Expertises
Services
The Brand
Rick wanted the brand to feel the way his best listings feel when you walk through the front door. Modern. Clean. Elevated. No clutter, no noise, just confidence. We designed a minimalist logo and built it into a full brand system with an elegant, neutral color palette that communicates high-end without being unapproachable. The brand guide established the visual language, typography, tone, and usage rules so that everything from a yard sign to a social post to a listing sheet looks and sounds like it came from the same place. Because it did.
The Website
The site needed to do two things well. First, it had to look and feel like the new brand, with aspirational home interior imagery and a clean, easy-to-navigate layout that made the experience feel as polished as the properties Rick’s team represents. Second, and more importantly, it had to actually work as a tool for buyers.
Rick didn’t want his clients bouncing to Zillow or Redfin to browse listings. He wanted that experience living inside his own site, on his terms, with his team a phone call away instead of an algorithm. So we built an MLS-approved listing search and display tool directly into the website. It prioritizes properties that Rick Baer Realty manages and is actively selling, but it also pulls in everything on the market so buyers can see the full picture in one place.
The result is a seamless browsing experience where clients can find exactly what they’re looking for, send it straight to Rick’s team, and get a viewing scheduled fast. No handing over personal data to a third-party platform. No competing agents sliding into their inbox. Just a direct line between the buyer, the listing, and the people who actually know Memphis real estate.
The Result
Rick Baer Realty launched with a brand that matches its reputation and a website that does more than look good. It competes directly with the national platforms on functionality while keeping the relationship where it belongs: between the client and the agent. When a rebrand is done right, it doesn’t just change how people see you. It changes what you’re able to do.
