I led creative direction, brand, product design and integrated marketing as REX expanded from a single-market startup into a national real estate platform spanning 12 markets.
REX was challenging a familiar, high-stakes category. The work had to explain a different model, build credibility quickly and create a product experience that felt easier than the traditional alternative.
The brand had to communicate savings and innovation without looking cheap, risky or overly disruptive.
As REX expanded into new markets and services, brand, product and marketing needed to evolve as one connected system.
The identity balanced confidence with warmth, creating a challenger brand that felt credible enough for a major financial decision while remaining distinct from traditional brokerages.
Lead with the customer outcome: a simpler experience, lower fees and more control, without making people decode the business model first.
Direct language, generous space and human imagery made the challenger position feel credible, optimistic and easy to understand.
The same visual and verbal rules connected product screens, listing materials, neighborhood campaigns and national media.
REX was asking people to reconsider one of life’s most familiar and consequential transactions. The brand could not lead with disruption alone. It needed to show that a technology-led service could still feel personal, supportive and grounded in real life.
That idea shaped every layer of the identity: candid human stories established warmth, direct language made the value clear, and a disciplined visual toolkit carried the promise consistently from campaign work into the product experience.
Clear value proposition and straightforward language, expressed through a visual system designed to make an unfamiliar model feel credible.
Flexible color, typography and iconography that stayed recognizable across physical and digital touchpoints.
One direct, approachable voice across launch materials, market communications and customer acquisition.
Buying and selling share a transaction, but not the same questions. The experience gave each audience a focused path while preserving one clear value proposition and one connected service model.
Sellers could understand the lower-fee model, estimate their potential savings and move from education to a home evaluation without pressure or ambiguity.
Buyers could discover listings, understand the cash-back benefit and access financing, insurance and human support around the home they wanted.
REX Home Control gave buyers and sellers a dashboard for home ownership, connecting services such as contractors, utilities, security, smart technology, deals and additional REX offerings.
A custom CRM connected property listings, customers, home data and agents, giving teams a common operating system as REX expanded across markets.
Campaigns across digital, social, OOH, TV and radio used the same positioning and visual system as the product. Creative ranged from high-visibility Yahoo and ESPN takeovers to celebrity campaigns featuring Kurt Warner and Justin Turner.
Integrated campaigns combined performance marketing with brand-building creative instead of treating them as separate disciplines.
The system scaled nationally while keeping customer experience, messaging and visual identity consistent.
The integrated approach to brand, product and marketing helped REX establish credibility, expand rapidly and compete with entrenched real estate businesses while maintaining one clear customer experience.
“Scott is a visionary. I’ve never worked with someone who will own the end-to-end playbook of integrated campaigns, performance marketing, and brand awareness with as much detail and care as him.”Alinne Allahverdian
