Campaign Built to Lead
Visual Brand Identity Logo Design Typography For several months, I was laying the foundation for the Justin Havre Real Estate Team’s new identity—logo, colors, typography, layouts, and brand assets. All of it built toward something bigger: a campaign designed to position the team as Calgary’s undisputed real estate leader. With a city-wide rollout, full digital integration, and a strategy built for scale, this was the brand’s boldest play yet—and it worked. Backed by an annual reach of 500 million impressions, the launch delivered real results: a 15% sales increase within the first three months.
An LED Super-board at Calgary’s Airport Trail.
The Brand Statement
At the center of it all: the We Know Real Estate slogan. Not a clever line or marketing fluff, but a short and loud brand promise built to stick. It turns the team’s knowledge into a product—an expertise you can now have. And when it shows up everywhere with that kind of confidence, it stops being a claim and starts to feel like fact. Delivered at scale, with clarity and conviction, it doesn’t just say something—it means something. Justin’s name and presence, backed by a solid reputation, give these four words the weight to land hard.
The largest outdoor banner in Alberta—installed at Calgary’s YYC Airport Parkade. Visible (and readable) from a mile away.
Breaking the Realtor Mold
His face had been synonymous with Calgary real estate for years—a recognizable, trusted presence across the city. A name people already knew. When it came time to launch the campaign, that recognition wasn’t just useful—it was essential. But it needed a different kind of framing.
I envisioned Justin appearing differently from every other realtor. No more staring contests at traffic lights, no artificial gloss or skin-smoothing. Just something that felt more human, more approachable. The sharp lighting wasn’t just an aesthetic choice—it defined his natural features, reinforced decades of experience, and made the image feel honest, with nothing to hide.
(photoshoot. Brent Taylor Photography Inc.)
Leadership over Salesmanship
His gaze didn’t meet the viewer. Instead, it pointed to the words We Know Real Estate. A subtle, but intentional gesture. A direct look says, “Trust me.” This said, “Trust us.” It was leadership over salesmanship—a quiet, powerful shift that speaks to both clients and prospecting agents.
The inspiration? Barack Obama’s 2008 campaign photo—an image of vision and leadership. That same energy carried through into how we framed Justin and the role his presence played in leading the brand forward.
One of many regular-sized billboards strategically placed—and rotated—to maximize reach across the city.
One of Calgary’s best-placed billboards—on 16th Ave NW.
The Power of a Red Button
This campaign is a textbook example of why the one red element per layout rule exists (see “Discover Justin’s Havre Real Identity”). Red is commanding. If left unchecked, it takes over. But when used with intention, it becomes a magnet for the eye.
Here, the red button carries the call to action. Positioned strategically, it draws attention directly to the brand name, significantly increasing the chances of recognition and conversion.
Maximum Exposure, One Loop at a Time
Motion graphics I developed were displayed on dozens of LED screens across airport terminals. Five-second loops. High frequency. Maximum exposure. The message hits again and again, ensuring travelers don’t just see it—they remember it. Quick, sharp, impossible to miss.
The design stays true to the campaign—consistent, recognizable, on-brand. The animation mirrors the identity: firm, but with a pinch of playfulness. Just enough to keep it engaging without losing its edge.
I design, animate and develop HTML5 display banners in multiple size variants. This set of ads was used as a digital enforcement to the brand recognition focused campaign.
Building on the momentum of the 'We Know Real Estate' campaign, this conversion-driven HTML5 banner ads continue to captivate homebuyers with the campaign's signature tone and style.
The Final Touch
By integrating a strong digital presence, the campaign shows up wherever the audience is. HTML5 banners and social media templates act as digital artillery—amplifying the print efforts and reinforcing the message. The boldly blue Justin Havre Real Estate Team remains impossible to ignore, making one thing clear to Calgarians: who really knows real estate.
Ask me about the totally different direction I explored for the campaign—it flips the whole approach on its head!