OrangeTee simplifies the real estate experience with brand refresh

Local real estate agency OrangeTee has unveiled a comprehensive brand refresh aimed at anchoring its commitment to simplifying the real estate experience for all.

The brand refresh features a new vision, mission, slogan, website, and logo, along with a renewed strategic focus on productivity, presence, and partnerships.

It is also OrangeTee's first reiteration in identity since its inception in 2000, it encompasses all brands under OrangeTee Group, including OrangeTee Advisory, OrangeTee & Tie, and OrangeTee International.

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At the heart of the refresh lies OrangeTee’s new slogan, “Find Your Place”. This statement embodies the company’s dedication to empowering home seekers, businesses, and agents throughout their real estate journey, while addressing their diverse and varying needs, it said in a statement. 

To home seekers, “Find Your Place” means finding their dream space to live in with confidence, while for businesses, the same slogan translates to finding a solution that prioritises their unique business needs for now, and for generations to come. For OrangeTee agents, “Find Your Place” means finding a platform where they can succeed with confidence, it added. 

As part of the brand refresh, the iconic OrangeTee logo has been refined for a cleaner and more modern look, emphasising accessibility and clarity.

The circular share suggests unity and integration, symbolising a comprehensive full-service approach to real estate. The letters “O” and “T” have also been strategically placed to form the silhouette of a home to showcase OrangeTee’s commitment to being a trustworthy partner during the real estate journey.

OrangeTee's core values are now clearly articulated through its new mission, vision, and slogan. The vision aligns with the company’s commitment to making real estate understandable and accessible to all. With enhanced technology and tools, OrangeTee aims to help both consumers and agents navigate the real estate landscape with confidence, it explained. 

The company website and digital platforms have also been redesigned with a focus on user-friendliness and intuitive navigation, ensuring a smooth user experience for both consumers and agents.

The refresh process involved extensive consultations with key stakeholders and a comprehensive internal brand survey. This approach ensured that all voices and perspectives within OrangeTee were incorporated, resulting in a brand identity that truly reflects the company's core values.

"We’re thrilled to unveil OrangeTee’s brand refresh, signifying our renewed commitment to simplification, accessibility, and empowerment. This marks a strategic pivot towards strengthening partnerships and bolstering our presence in the real estate landscape," said Justin Quek, CEO of OrangeTee.

"Through this revitalised identity, we’re not only simplifying the real estate experience but also fostering a stronger network of collaboration and support, empowering everyone to 'Find Your Place' with confidence and clarity," he added. 

The rebrand comes shortly after OrangeTee Group handed its creative remit to global communications agency Redhill last year. At the time, it said that it would spearhead a creative brand refresh exercise for the group.

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