Establishing a Real Estate Experience for Modern Families
Challenge
MorgenStreet set out to establish itself as a new real estate brokerage focused on the mid-level residential market for family homes, catering to both buyers and sellers. The goal was to create a relatable, approachable brand that wasn’t intimidating, particularly for first-time buyers and sellers. Recognizing the highly emotional and often overwhelming nature of buying or selling a property, MorgenStreet sought to create an experience that fostered trust, clarity, and accessibility throughout the customer journey.
Solution
To provide clarity and ease for sellers, we developed a user-friendly application featuring a clear and intuitive dashboard. This portal centralized all aspects of the selling process, including technical documents, legal contracts, viewing calendar, and ongoing updates—ensuring everything was easily accessible in one place. A personalized notification center and project timeline kept sellers informed with consistent updates, providing a sense of control and orientation throughout the journey.
To further emphasize personal service, we featured easy, multi-channel communication with agents, ensuring they were accessible.
For the brand campaign, we moved away from traditional, often cliché representations of homebuyers. Instead, we showcased scenarios that featured a diverse range of family structures, including ethnically diverse, same-sex, single-parent and child-free families. This modern approach reflected the reality of today’s market, making the brand relatable to a broader audience.
ROLES
• Brand Identity
• Experience Design
• UX/UI
• Art Direction
CLIENT
MorgenStreet is a real estate brokerage based in Frankfurt.
We designed thoughtful gifts for buyers at the conclusion of their journey, such as seed packets symbolizing "planting roots," fostering a sense of nostalgia and connection with their new home.
Outcome
The personalized seller portal brought clarity and comfort to an often stressful process, empowering clients with seamless access to information and updates.
The campaign’s modern, inclusive approach effectively resonated with contemporary buyers, reflecting their unique realities and building trust with the brand.
By emphasizing personal service and accessibility, MorgenStreet established itself as a brokerage that truly understands and supports its clients, resulting in stronger relationships and a positive reputation within the mid-level residential market.