OG Marketing Brand Book

The Oldham Group Branding Book

About the Team

The Oldham Group is a Collective of talented agents, staff, and support, led by Andrew and Jennifer Oldham — Founding Agents for Compass. Having closed over $1 Billion in sales volume during their career, Andrew and Jennifer lead a team that has substantially increased its business year over year while covering the expansive Silicon Valley, San Francisco Peninsula, Monterey Peninsula, Tri-Valley, Tahoe real estate markets and beyond. Because their agents have been selected based on their hyperlocal expertise, they confidently represent a vast coverage area with in-depth knowledge across Northern California. With over 85 years of combined real estate expertise in marketing, law, title, design, and escrow, they provide their clients talents and expertise unparalleled in the California market. Combining their knowledge and experience with their love and passion for residential real estate, local expertise, exceptional marketing, personal service and the backing of the nation’s best luxury brokerage, Compass, they will prove to you the Oldham Group difference.

Introduction

Purpose of this Book

This guide is a framework to empower your creativity and a map to all the design tools at your disposal. Its goal is to help you gain an understanding of the look, feel, and quality that have become the benchmarks of our Compass brand language and to learn more about your team (The Oldham Group) and Compass brand components and how to apply them to maintain brand consistency.

Please note that all marketing materials with the Oldham Group must go through Megan Caviglia for approval this includes but is not limited to any magazine, promotion, print, digital, or any additional opportunities

Compass and Oldham Group Branding

Branding

Black and white creates contrast. A platform for rich content. A duality that’s instantly recognizable.

Color

Palette

White Bits of Gray

Imagery

Black

The Do’s Color

Put white space to work

Using space emphasizes content and guides the eye through the layout.

Select a single background hue

Use either white or black as the dominate color in a layout.

Let images do the talking

Vibrant imagery is more impactful than any colored type or icon.

The Don’ts

Avoid gray as panel fill

Don’t use gray as a page color or large color block.

Let one color win

Don’t overlay gray elements on top of black-based layouts.

Play it safe with type

Don’t set type in any shade of gray.

Spanning four spacious floors

— a rarity in many townhomes — through a two story modern window wall overlooking the garden, plus a beautiful central skylight filtering light down through each floor. A stately parlor level showcases an imported marble fireplace, original parlor doors and shutters and grand parlor windows facing south onto extra wide, tree-lined 3rd Street. Overlooking the garden is a sizeable dining area opening into the adjacent fully

Keep images uncluttered

For print output, don’t layer transparent black or white shapes on photography.

Abstain from color

Don’t use color, even in small doses to emphasize or draw attention to content.

Like a structural blueprint, our company logo is rooted in geometry. It powerfully conveys our brand name and therefore should be used thoughtfully alongside the individual monograms of our agents.

Logos

Logos / Compass & Oldham Group

Colors

Whether in print or digital, the logo should only be reproduced in black or white.

The Don’ts Logos / Compass & Oldham Group

Don’t Use the logo to mask an image. Don’t Outline or “stroke” the logo.

Don’t Alter any letterforms in the logo. Don’t Recreate the logo using another typeface.

Don’t Apply any special effects. Don’t Stretch or compress the logo.

Don’t Rotate the Compass logo unless at zero or 90 degrees.

Don’t Crop the logo or bleed it off the page.

Don’t

Use the logo in any color including gray.

Don’t Lock-up any tagline to the Compass logo.

Building the future of real estate.

Don’t Break white space rules.

Don’t Use the O from the Compass logo on its own.

Logos / Compass & Oldham Group

Scale

The size of the Compass and Oldham Group logo in a design can be a subjective decision largely based on how much other content there is in the layout. It is difficult to write a formula that accomodates all uses, but we have articulated standard logo sizes in our toolkits.

On the right you can see very basic minimums and maximums for how much presence the Compass and Oldham Group logo has on the page. Please note that all Oldham Group logos and Compass logos should be used together at a 1:1 Ratio as shown in the images on this page.

Presence for a horizontal logo

Ensure the logo is legible at small sizes and is in proportion to the size of the page.

Minimum horizontal logo length

Presence for a vertical logo

Ensure the logo is in proportion to the size of page.

Minimum vertical logo

Maximum vertical logo

AT LEAST 15% THE WIDTH OF PAGE ON AN 8.5" X 11" PAGE THE MINIMUM SIZE IS 1.275"

Maximum horizontal logo length

AT MOST 50% THE WIDTH OF PAGE ON AN 8.5" X 11" PAGE THE MAXIMUM SIZE IS 4.25"

AT LEAST 15% THE HEIGHT OF PAGE ON AN 8.5" X 11" PAGE THE MINIMUM SIZE IS 1.275"

AT MOST 50% THE HEIGHT OF PAGE ON AN 8.5" X 11" PAGE THE MAXIMUM SIZE IS 5.5"

The Do’s Logos / Agents

Mind the scale

Keep the company and Oldham Group Logo separate and optically equal in the layout.

Position with logic

The Oldham Group Logo should be placed near relevant information such as name, portrait, contact details, or headline.

Patterns are a prominent component in the Oldham Group and Compass brand system. For projects, limit your pattern application to the two most versatile - Dot Grid and Topography.

Pattern

Oldham Group Pattern Pattern

This pattern was designed for the purpose of brand exposure and provides a competitive edge to our team’s materials, allowing our materials to look elevated.

Patterns are a prominent component of the Compass and Oldham Group Branding System.

OG Pattern

Our team branding pattern should be used on elevated materials (i.e. luxury listings or listings that fall close to the luxury threshold). This is typically used for larger areas or used as a subtle background pattern to give materials our branding look.

Compass Patterns

Patterns are a prominent component in the Oldham Group and Compass brand systems. For agent projects, limit your pattern application to the three most versatile — Dot Grid and Topography.

Dot Grid

Subtly but effectively brands a design with Compass visual language. It works across all media and is most effective when you need to integrate different types of content into one cohesive design.

Topography

Philosophically the topo pattern can be used on all agent design. But practically, the pattern only works on larger areas.

Needle

The needle pattern works best along the side or sides of a design.

Please locate all of our team’s marketing materials using the links provided below. Click on the buttons below to access the following resources: COMPASS LOGOS OG

BRANDING PATTERN

EMAIL HEADERS

Oldham Group Taglines

• Serving clients with Kindness, Professionalism, and Expertise

• The Originals of Real Estate

TEAM WEBSITE

Digital Marketing

Social Media, Video, and Email Marketing

Digital Marketing

Instagram Overview

Instagram Bio

Bio includes:

@oldhamgroupcompass

Area of expertise

DRE 00000000

Mandatory Tags

@OldhamGroupCompass

Hashtags

Use the following hashtags either in your caption or in an additional comment (save in phone notes for easy reference).

Team Support

/ Follow team page and team members

/ Actively support everyone’s pages (like, comment, share, bookmark, repost, etc.)

Examples of Instagram accounts:

@oldhamgroupcompass

@compass

@compasscalifornia

Team member's accounts

Mandatory Hashtags

(per post description)

#theoldhamgroup #compass

#agentsofcompass

#DRE (your number)

#[Insert First Name and Last Name]

Optional Hashtags

#teamOG #sellhomes #wesellhomes

#bayareahomes #californiahomes

#OG #bayarearealestate

#compassagent

Bio Examples

Instagram Do's Digital Marketing

Grid post examples & ideas

Best Practices

/ OG logo is clear and visible

/ Spacing is even

/ Logo has transparent background

/ Logo is legible on background

/ Compass and OG logo are at a 1:1 ratio

Megan Caviglia has Instagram templates that she can create for you upon request. To see our branded content click here.

Instagram Don'ts

What went wrong

/ No presence of OG logo

/ OG logo is not visible

/ OG logo has a white/ black box

/ Uneven spacing

Instagram Video Marketing

Agent Video Footers

Please see examples of agent footers used at the end of the compass template and photographer created reels.

To locate the templates please visit here. These videos are branded Oldham Group but can be swapped with your information by requesting from Megan Caviglia.

Compass Template Examples

Photographer Created Examples

LinkedIn Digital Marketing

LinkedIn Bio

Post your position (Real Estate Agent, Realtor, or Agent) on the team (Oldham Group Compass) and select our business page.

Listing Video Marketing Digital Marketing

If you are doing a listing video please make sure to contact Megan Caviglia so she can share the Compass intro package with the videographer. Please see the examples of the intro to the right.

Email Marketing Digital Marketing

Gmail Signature

Please make sure to copy and paste the content below as your email signature!

Marketing Center Newsletters

[Your Name]

Oldham Group | [Expert Location]

m: [Phone Number i.e. 888.888.8888]

[email]

DRE 00000000

californialiving.me

How your email should look

If you are sending a Compass email template here are a couple examples of how it should look. Megan Caviglia can create email templates for you and send emails on the teams behalf for you. Please contact her for any help. She will also share content with the team for you to use if you'd like on a monthly basis.

Marketing Center Signatures

Print Marketing

Advertising, Business Cards, Signage, and Swag

If you would like to do any print ads or collateral please always discuss with Megan Caviglia for brand consistency as well as producing a professional proof by collaborating with Compass marketing who knows our branding.

This includes print ads in magazines, postcards/ farms, newspapers, sponsorships, and more. Please note that all designs must be created by Megan Caviglia and approved by Jen and Andy Oldham before moving forward with anything print.

Business Cards

Business cards are key in building your brand recognition and for business moments. If your Moo account does not have the template please let Megan Caviglia know and agent experience will help.

Signage Print Marketing

To the right are our team's For Sale and Open House Signs. If you have a listing you will need to order a rider to hang below the for sale sign. That rider can be purchased here.

Swag Print Marketing

Please visit the gift center in your marketing center for custom swag options or contact Megan Caviglia to get a rundown on options.