Meet BoldTrail
BoldTrail launched in June 2024 as the new face of Inside Real Estate’s residential product portfolio. I owned the creative direction of the visual rebrand, collaborating with an agency on the logo and leading the internal team through the visual brand system that gave the new identity its legs.
Team: Brianda Lopez, Marla Tipton, Keith Hille, Matthew Graves, Jacob Vig
Users Migrated to BoldTrail
Lift in Website Engagement Rate
Increase in Website Conversion Rate
Lift in Organic Website Traffic
Developed Visual Brand Architecture
With the BoldTrail logo as our foundation, our internal team developed the full visual brand architecture: a color system, typographic framework, and product iconography suite that gave BoldTrail a cohesive identity flexible enough to accommodate the myriad of products, services, add-ons, and apps that comprise the BoldTrail portfolio.
We then built a comprehensive style guide website to make all brand assets easily accessible to internal and external partners. View the live brand site.
Currently working on translating the style guide to a Claude skill and a Gemini gem to further democratize the creation of on-brand assets throughout the org.
Visualized a Refreshed Set of Core Values
When Inside Real Estate acquired BoomTown, two deeply established cultures needed a common language. We partnered with leadership to distill hundreds of employee voices into a unified set of core values — then translated those values into a visual system that could hold the weight of a combined organization finding its footing.
Launched a New Product Website
Before BoldTrail, company and product content shared a single domain, splitting our brand equity and muddying organic search at the exact moment prospects were evaluating us.
The rebrand gave us the forcing function to fix it: a dedicated product site on a matched domain, and insiderealestate.com repositioned as the company website.
The result was a 21.7% lift in organic traffic and a 66% lift in conversion rate. View the live site.
