Start-up company - Home (Real Estate) Staging - Jacksonville Beach, FL
a logo and stationery project by dschoolfield

Creative brief

The buyer added updates to the brief. Read them.

Project Description:
Create a logo and stationery, business cards, envelopes for Staged To Appeal, LLC.

The logo will be used on my website, business cards, stationery, yard signs, and clothing.

Company Overview:
Staged to Appeal, LLC is a company specializing in home staging. We work with sellers to market their property to it’s fullest potential for a faster and more profitable sale. We focus on accentuating the best features of the home though the use of color, lighting, furniture layout, accessorizing, traffic flow and curb appeal – creating a home that appeals to the broadest market.

Company name: Staged to Appeal, LLC

Tag line: I am considering the following tag lines - "because first impressions matter " or “creating positive first impressions”. You are free to modify the tag language, use it on all the items, some of the items or none of the items.

Website: currently under construction. Two screen shots are included. The logo at the top that says “staged to appeal creating positive first impressions” will definitely be replaced. There is a second logo (that came with the template) that flashes between page changes and I’ve included a screen shot of this (screen shot 2 of website). Colors are set on the website in regards to the background and the blue. Fonts on website will remain as is (I believe it is Trebechet).


Objectives:
• To position Staged to Appeal, LLC as the leading staging company in the Jacksonville Beach, FL area.
• To inspire confidence in our services.
• To communicate the personality of the company.

Target audience:
Homeowners and real estate agents in the Jacksonville Beach, FL and surrounding areas. Home prices can range from $150K - $1.5M. I’m interested in targeting the bachelor looking to add a woman’s touch for potential homebuyers. So nothing frilly and girly, please.

Staging is a new field that many homeowners and agents often believe they don’t need. The perception is coming around that stagers are value-added, but many people do not understand what staging is or why it is needed.

Design considerations:
• The name (Staged to Appeal) must be included in the logo, together with an icon that can be used as a brand, independently from the name.
• I like the idea of having the LLC in the logo, but it’s not necessary.
• Stylish, sophisticated, not overdrawn or complex
• Enthusiastic, contemporary, innovative
• Easy to remember
• Implies confidence and experience, but a little edgy
• Readable when small and look equally good very large
• Two or three colors
• Reverse out
• Logo should look good in black and white
• Can be uppercase, lowercase or mixed, can have spaces or no space between the words
• Fonts on the website will remain as is


Things we don’t like or don't need for this project or other things to avoid using, doing, seeing, etc.
• No house tops / roof tops in the logo
• No houses in the logo
• No palmtrees in logo
• Nothing too girly or frilly or precious.
• Please avoid the following fonts and other fonts similar to these:
o Times New Roman
o Courier
o Typewriter like fonts
o Fonts that are “too scripty” – some script fonts are too hard to read.

Some designs that we like:
http://www.essentialkey.com.au/ - I like the swirls/curves in the logo - but may be too girly. See the business card which shows off the logo better.
http://www.simplystaged.net/ - I like the way the LLC is small/subtle, but still in the logo.
Also included the screenshots of my website which is under construction.
Original website template prior to modification: http://www.templatemonster.com/flash-templates/...
This gives you an idea of what the flash logo looks like. On my website, I can have the designer revert back to the original and put the new logo and additional text across the entire top portion of the website.

After a design is selected:
• Please provide the hex, RPG and color names of the colors selected
• Please provide the font names selected


Stationery Information: Not all text is needed on business card or stationery. Just giving you some ideas of information that can be included.

Donna Schoolfield
President / COO

Premium Home Staging Services
Transformations Certified Home Stager

Phone: 904-435-4080
Cell: 214-649-3638
Website: stagedtoappeal.com
Email: d.schoolfield@stagedtoappeal.com
Jacksonville, FL or Serving Jacksonville, FL and surrounding areas