Compass Expansion

Oliver Logan

Compass Expansion

The Compass Expansion team is a subset of the broader Compass design team (about 10 people total) focused on quickly and efficiently bringing the Compass brand new and expanding markets via a series of announcement suites focused on agents, and in turn, brand awareness.

Oliver Logan is a Los-Angeles based denim & softgoods brand committed to crafting sustainable, stylish, high-quality garments at an accessible cost. Our goal was to build an elevated brand system that emphasized a sense of approachability & transparency.

The Compass Expansion team is a subset of the broader Compass design team (about 10 people total) focused on quickly and efficiently bringing the Compass brand new and expanding markets via a series of announcement suites focused on agents, and in turn, brand awareness.

Brand

Compass

Oliver Logan

Compass

Role

Visual Design, Brand Design

Identity Design, Visual Design, Web Design

Visual Design, Brand Design

Our Goal as an Expansion team was simple: Create a streamlined design system in our new & emerging markets focused on our agents, our brand, and our mission – "To help everyone find their place in the world."

Our Goal as an Expansion team was simple: Create a streamlined design system in our new & emerging markets focused on our agents, our brand, and our mission – "To help everyone find their place in the world."

Our Goal as an Expansion team was simple: Create a streamlined design system in our new & emerging markets, focused on our agents, our brand, and our mission – "To help everyone find their place in the world."

Our Goal as an Expansion team was simple: Create a streamlined design system in our new & emerging markets focused on our agents, our brand, and our mission – "To help everyone find their place in the world."

Brand Language

Humble, Personable, & Clear - The Expansion tone of voice is humble, personable, & clear, Additionally, brand language is agent-centric, pivoting away from the brand's previously braggy tone and focusing entirely on the agents and their regional expertise.

Photography

It was key to ensure brand photography created a sense of location and pride in both regional and lifestyle photography. Leveraging 3 main categories: Abstract, hyper-local, & Agent Lifestyle — Allowed us the flexibility to create a sense of authenticity and specificity in regional nuance, while also balancing consistency with the broader compass visual tone.

Modular Grid System

The backbone of the expansion design system is a dynamic modular grid system that allows for simple flexibility between brand elements, photography, and copy, depending on asset-specific requirements such as dimensions, aspect ratio, and the availability of new imagery. The intention of this modular system was to give us the flexibility to pivot quickly in unexpected and unforeseen use cases.

Announcement Suites

Announcement Suites consisted of two primary groups – Agent + Brand Campaigns for use on Compass sponsored ads that feature founding agents & agent announcement assets for agents & teams to use when joining Compass. Each of the groups was differentiated by the perspective dictated by brand language.