Diane Glass, CEO of Chicago real estate brokerage Berkshire Hathaway HomeServices Chicago based in Libertyville, unveiled the Move Confidently anthem to the company on Aug. 19. Move Confidently works in concert with a new brand campaign that is bold and innovative and captures the BHHS Chicago story and shares it with Chicagoland and Harbor Country, Michigan buyers, sellers and renters as well as consumers and real estate brokers.
The Move Confidently campaign utilizes bold imagery that creates excitement and curiosity, and is complemented by copy that is clever, direct and witty. Original photography of BHHS Chicago agents and staff showcases real life passions and demonstrates what it is to Move Confidently personally and professionally. The tone of the campaign is warm, direct, intelligent and humbly knowledgeable.
Glass said, “One of my wildly important goals when I became CEO was to help our company tell our story to the world. We have a history that runs deep and is multi-faceted with a lot of layers, and our evolution over the past two years has been remarkable. I wanted to help our agents effectively and concisely convey what makes us – a passionate, committed community of professionals that support and uplift each other while helping buyers, sellers and renters joyfully achieve their real estate goals. We think Move Confidently is the perfect anthem to describe what we are all about. I’m excited about our future as a company, and that together we will dream boldly and serve authentically. We are Berkshire Hathaway HomeServices Chicago, and we Move Confidently.”
Glass shared that the company engaged 1000Watt and Otherwise, Inc., two highly regarded creative agencies, to transparently identify, then hone the message to its essence and bring it to life. The result is a fresh, conversational vernacular that retains its professional and passionate character. Move Confidently is two simple words that establish personal connection while elevating what the firm does best and celebrating who they are.
Nancy Lerner, co-founder of Otherwise Incorporated, explained, “During extensive interviews with BHHS Chicago agents and employees, 1000Watt created a body of exceptional work that showed people feel valued, respected and appreciated. They identified that BHHS Chicago has a culture of support and connection. The resulting campaign messaging demonstrates the company’s commitment to its people, their clients and consumers. Text from one ad explains, ‘Buying or selling a home isn’t an everyday thing. It’s a – change your life – thing. Choose your real estate agent accordingly.’ Text from another ad asks, ‘Will you pay too much for a home? Depends on who your agent is.’ We at Otherwise then worked our creative magic, using BHHS Chicago’s own people rather than models to bring the stories to life in a unique way. We also created the Ring of Confidence, building on the strength of the BHHS quality…