REX Real Estate
Building a challenger brand and digital platform from the ground up.
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.
- Role
- Creative Director / Product Design Lead
- Company
- REX Real Estate
- Scope
- Brand / UX / UI / Campaigns / Strategy
- Growth
- 12 markets / 4–6× ROAS
Make a new model feel like the safer choice.
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.
Modern, approachable and built around trust.
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.
Turn a disruptive model into a trusted one.
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.
Positioning
Clear value proposition and straightforward language, expressed through a visual system designed to make an unfamiliar model feel credible.
Identity
Flexible color, typography and iconography that stayed recognizable across physical and digital touchpoints.
Copy
One direct, approachable voice across launch materials, market communications and customer acquisition.
One platform. Two high-stakes journeys.
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.
Extend the relationship beyond the transaction.
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.
Design for the people operating the business too.
A custom CRM connected property listings, customers, home data and agents, giving teams a common operating system as REX expanded across markets.
One brand across product and performance.
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.
4–6× ROAS
Integrated campaigns combined performance marketing with brand-building creative instead of treating them as separate disciplines.
12 markets
The system scaled nationally while keeping customer experience, messaging and visual identity consistent.
From startup to national challenger.
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
Director of Digital Marketing, REX