Creative Director
Meet BoldTrail
BoldTrail launched in June 2024 as the unified brand for Inside Real Estate’s residential real estate portfolio with the goal of consolidating acquisitions, cultures, and 440,000 users under a single identity. I partnered with an agency on the final logo, then led the internal team through the full visual brand system.
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.
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
Prior to the rebrand, company and product content shared a single domain, fragmenting brand equity and diluting organic search at the exact moment prospects were making purchase decisions.
The rebrand created the opportunity to fix the underlying architecture: a dedicated product site on a matched domain at boldtrail.com, with insiderealestate.com repositioned as the corporate entity. Separating those two sites gave each one a clear purpose and a cleaner signal to search.
The results followed: 21.7% lift in organic traffic and a 66% lift in conversion rate. View the live site.
Thoughts Beyond the Launch
A rebrand at this scale is as much an operational challenge as a creative one — requiring stakeholder alignment, asset governance, and systems thinking alongside the design work. The longer-term investment is a brand architecture built to scale: a living style guide, a full iconography suite, and AI tooling in development to extend on-brand creation across the organization.