Over six months, working alongside focus groups that included marketing experts and real estate consultants, the brand identity was distilled into three key themes: Tech-driven, Heartwarming, and Rebellious. “Tech-driven” emphasized the company’s data-first approach, “Heartwarming” showcased its boutique, client-focused service, and “Rebellious” conveyed its innovative, non-traditional approach to real estate. After testing various concepts with focus groups and refining based on feedback, the result was a luxury brand identity that effectively merged these elements.

When selecting the fonts for Triplemint’s brand identity, versatility and uniqueness were key considerations, alongside maintaining a luxury aesthetic that reflected the company’s boutique, tech-driven personality. Prata, with its sharp serifs and organic teardrops, was chosen for its striking contrast and refined curves, ensuring optimal visibility across various display sizes. Lato, a sans serif typeface with classical proportions, brings harmony and elegance, offering a sleek yet warm feel that balances stability with approachability—perfectly aligning with the brand’s tone and personality.

After extensive research, testing, and adaptation, a four-color palette was selected to reflect sophistication, luxury, and evolution while staying true to the brand’s roots. Through focus groups and design research, richer tones were identified as essential. The final palette features deep green and heather gray, symbolizing elegance, prosperity, and the connection between growth and tradition. Watercolor and illustration were added as complimentary features, influenced by natural artistry, and conveying a transparent, sincere approach to real estate, embodying the brand’s role as curators of luxury, comfort, and happiness.

The new brand elements were thoughtfully crafted to stand strong on their own while offering versatility and reinforcing the unique strengths of Triplemint’s agents. The circle, a key anchor in the branding, symbolized balance, integrity, and protection, reflecting the company’s commitment to supporting both agents and clients. The traces, inspired by metro system maps, represented progress and evolution, guiding the brand from Point A to Point B and merging sophistication with approachability.