The landscape of luxury is in flux. Today’s high-end heritage brands know that they need to reinvent to stay relevant — without compromising on what made them an icon. When Sotheby’s International Realty challenged us to create a global brand campaign to position them for authority in this new era of luxury, we knew this tension would be key. So we sought inspiration from both the brand’s 1744 heritage and its thoroughly modern hunger to disrupt.
Our new campaign reframes the business as curators of the unique and the homes it sells as limited editions, nodding to its auction house roots as well as the modern luxury customer’s desire for self-expression. Its properties, customers and agents are all“1 of 1”: one of a kind, just like you.
Working collaboratively with leaders, marketers and agents across the business, we created a flexible campaign that not only appeals to both the emerging and established affluent, but also works across the 90 countries the brand operates in. A campaign with the power to differentiate the business and the versatility to be used by its 25,000 global agents to solve their diverse challenges. A fresh vision for Sotheby’s International Realty that feels true to its scale and reputation as an industry leader, while embracing its ambition to evolve alongside its customers.
To capture this feeling we introduced a new verbal and visual identity that feels elevated, yet relatable. It’s motion first, using video for a more dynamic and contemporary aesthetic. Graphic frames inspired by the brand’s heritage scale and shift to draw focus to each property’s unique features, becoming windows on each world that blend architecture and art. The tone throughout is confident and warm, lending gravitas while inviting people in.
This new ecosystem is distinctive, yet versatile enough to work for every Sotheby’s International Realty agent across the globe. The campaign has been translated into 12 different languages. Our visual designs can be adapted for both billboard ads and everyday applications including social media posts and banner ads. And a new video tool for animated content brings listings to life.
By putting creative tension at the heart of the brand and transforming it into opportunity, we’ve pioneered a whole new way of thinking for Sotheby’s International Realty. It’s classic storytelling, with a digital-first approach. Distinctive and emotive, but adaptable on a global scale. Proof that when we build the brand, we maximise impact for everyone.
Global