Inside Real Estate Branding
Branding the parent company to the BoldTrail and Streams Platform.
Every so often, you’re handed a design problem that sounds simple in theory and turns out to be anything but. On paper, this looked like a logo update. In practice, it was a brand architecture challenge: how could we bring the energy and momentum of BoldTrail, a breakout product brand, back into the Inside Real Estate parent brand?
With the strategic direction in place, I helped lead the creative execution within our internal Brand Team, translating the business challenge into a cohesive visual identity. This meant evolving the existing Inside Real Estate mark while preserving its recognizable foundation, strengthening its connection to the broader BoldTrail ecosystem, and creating a more modern identity built for the company’s next chapter.
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Design Director, Art Director, Brand Systems Engineer
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Project management, including stakeholder alignment, monthly meeting coordination, and task assignment.
UX Research
A/B and Split URL Testing
SEO/AEO/AIO research and implementation
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Erinn Farley | VP, Creative Director
Marla Tipton | Design Director
Keith Hille | Senior Designer (Contractor)
Joanna Bjur | Sr. Manager of Content & Comms
Lee Bressan | Comms & Content Strategy
Jacob Vig | Full Stack Developer
The Outdated Logo.
Inside Real Estate's old logo was a house icon in lime green — friendly enough, but it wasn't doing the brand any favors. It read more like a generic tech startup mark than a company with real staying power in the real estate space. And it wasn't just a vibe problem: that green, paired with an "in"-forward treatment, had drifted close enough to other marks that it occasionally caused actual double-takes.
Creating a Branded House
Inside Real Estate isn't just a parent brand floating above everything — it's the house for a portfolio of products, and BoldTrail is the flagship. BoldTrail's brand already had a distinctive arrow motif built into its mark, one that had done real work establishing BoldTrail's own identity in the product suite.
Now it was finally time to think of our original goal—a branded house where our portfolio and parent marks felt like they belonged together. After creating our brand architecture diagram, we were left with the question:
“What binds all of these different products together?”
Borrowing From the Family
Instead of treating the parent brand and the product brand as two separate design exercises, I pulled the arrow from BoldTrail up into the Inside Real Estate mark. It's a small move with an outsized payoff: now the parent logo visually tells you it's connected to the product ecosystem underneath it, instead of just living next to it on a slide with no shared visual language. It's the difference between "these are two logos that happen to be related" and "you can see these are related just by looking at them."
The payoff? The parent and the product look like they're speaking the same visual dialect, not like they got merged in an acquisition and never properly introduced.