Century 21 Brand Manual
Brand Identity & Strategy · Brand Advisor · Eric Jennings Creative
Objective
Lead the brand strategy for Century 21's 2022 NYC relaunch following bankruptcy. Define the brand position, identity system, and editorial voice — and produce a brand book that internal teams, third-party operators, and external partners could use as a single source of truth.
Actions
Audited eight existing brand books from four prior agencies. Interviewed ownership, leadership, and the VP of Marketing to align on direction. Led a Brand Positioning Framework workshop with the executive team. Commissioned five market research studies generating thousands of data points across logo, services, tagline, and typography preferences from current and prospective customers.
Results
Delivered two brand books — internal and external — covering history, vision, values, mission, positioning, communication style, and visual identity. The external book became the pitch tool for brands, vendors, and business partners. The internal book served as the operating manual for the third-party retail operator and onboarding tool for new employees.