Century 21 is a true pioneer of the real estate industry. As the first real estate company to create a franchise system for independent brokers and entrepreneurs, it revolutionized the category to become the largest real estate company in the world. However, a lot has changed in the 50 years since the brand was founded. 42% thought it’s best days were behind them and 49% no longer paid attention. Even with 20 years of unaided brand awareness, they needed to lead the change or be left in the dust.
With this in mind, we began to immerse ourselves in the world of Century 21. We interviewed Internal stakeholders, top brokers and globally from a variety of markets, from rural to metro areas. This is an important empathy stage. It gives all the interested parties an opportunity to be seen and heard. A chance to voice their opinions, feelings, and insights. We ask questions, then listen and learn. Taking these insights and findings, we deconstructed the current Century 21 system, to determine how we could set them up for success.
Through this initial audit and research we were able to map out the Century 21 ecosystem and establish our intent. The strategy in short was to shift the company focus from transactions to experiences. To prove we're no longer your grandfathers' Century 21, we're better. By eliminating the complexity and dated iconography, the new identity provides a clean and clear stage for agents and brokers personality and unique style to shine through. Marked by a timeless seal of approval.