Crinel was Coldwell Banker’s first choice for the development of the brand identity for its new sister company, New Homes. Established in 2008 and open for only a year, New Homes was after greater brand awareness and exposure among their Egyptian target audience. Crinel was truly creative in its approach to creating a highly individualized brand identity for the company that would gain them wider recognition in Egypt and distinguish their company from that of Coldwell Banker Egypt. Crinel’s creative team developed a number of invigorating designs from which New Homes was able to choose a direction that highlighted their distinctive benefits. In the end, Crinel developed a unique concept for solidifying their brand identity that capitalizes visually on the benefits offered by New Homes in order to clearly show the features of the new company and distinguish it from its competitors. This identity is now being used in all of New Homes’ advertising including a three month long Above the Line newspaper Ad in one of Egypt’s leading dailies, Almasry Alyoum.
