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The Amico Group

Design Lead: Brand Identity · Web Design  · Stationery  · Collateral

If you’ve ever been shopping around for a home in Portland, you’re likely heard about The Amico Group. With over 55 years of combined experience, the Amico Group is dedicated to finding each buyer a piece of their own personal Portland. The Watson team with myself as design lead, delved deep for insights on what made The Amico Group different and how how to propel their brand into the luxury sphere while remaining approachable and relatable.

We crafted a strategy around the way they do business and the motivation behind their work. It all came back to the spirit of the company— with the upmost honesty, integrity, expertise and sophistication . This brand essence acted as a conceptual lens to deliver on throughout the brand experience through physical and digital touchpoints.

We wanted to transition the brand from a crafty, homegrown, almost nonprofit feel to one that was elevated and polished yet still inclusive and approachable. We wanted to develop a brand that really spoke to the quality and character of the real estate they represent.

Developed a visual system with marketing collateral that attracts attention, stands out from competitors, and is luxurious, sleek, and high-end.

We re-invented the Amico Group brand to express the brand’s new era. The mark has a subtle modification of the stem of a serif A to add a bold and architectural element to an otherwise delicate letterform. It also expresses the qualities of the brand– a bold, elevated spirit, expressed in vibrant hues of green and blue that

collaborate with a deep royal blue to express optimism and create a balance of approachability and luxury.. When paired with photography, the mark, color ways, typeface, and texture immerses viewers in a deeper story, such as that of family, community, and elevated lifestyle.