Delaware Association of REALTORS®
The Delaware Association of REALTORS® (DAR) advocates for private property rights, supports local associations, and helps real estate professionals grow their careers. As the statewide voice for real estate, DAR bridges the gap between local boards and the national association. To better reflect that role and connect more meaningfully with members, policymakers, and the public, they wanted a refreshed brand that would distinguish them in the real estate community. We partnered with DAR to update their brand, logo, website, and print materials, designing a more unified and authentic representation of their mission and impact.
Scope of Work
- Branding & Logo Design
- Website Design & Development
- Marketing Collateral
- Print Design
Before
After
Clarifying Mission Through Modern Design
DAR needed a brand and website update to better reflect their unique role in the state’s real estate landscape. While their mission to support members, advocate for property rights, and engage with policymakers and consumers remained clear, their existing brand didn’t fully capture the breadth of this work or connect with all their audiences. They wanted to move beyond typical real estate imagery and create a modern identity that conveyed professionalism and relevance, while also tying into Delaware. The goal was to build a unified, genuine presence that would help DAR stand out, engage key groups like brokers, affiliate members, government officials, and the public, and strengthen their leadership within Delaware’s real estate community.
A New Look with Local Meaning
To bring new personality and depth to DAR’s brand, we focused on incorporating subtle Delaware references while steering away from typical real estate clichés like keys or houses. The diamond shape—a symbol of Delaware as the “Diamond State”—became a central element in the new logo. This shape also subtly suggests the roof of a house, creating a meaningful yet understated connection to real estate.
The website redesign included simplifying the site structure with a new sitemap to guide visitors smoothly to key resources and information. Alongside the updated architecture, we also crafted new copy guided by a fresh voice and tone framework designed to be informational, friendly, and conversational. To support DAR’s outreach, we designed print collateral including business cards, stationery, postcards, and a pop-up banner. We also developed a comprehensive brand book with guidelines for typography, logo usage, and color palette to keep messaging and visuals consistent across all channels.
Brand, Voice,
and Vision Aligned
DAR now has the tools to communicate more clearly and confidently. The rebrand has helped distinguish them from other industry groups while making their work more visible to members, policymakers, and the public. The updated website also makes it easier for visitors to find essential resources, while the cohesive visual identity brings consistency to everything from events and advocacy to day-to-day member communications. Together, the new brand and site position DAR to expand its reach, amplify its voice, and engage more effectively with its community.
Pictured: Sarah McBride, US House of Representives. Previously Delaware State Senator
