Tag Archives: branding for real estate

The Art of Embracing Change

One of our writers lives in a neighborhood where the city is in the middle of a huge tree-planting project. Their streets had lost a great deal of canopy when Hurricane Irma came through a few years ago, and the shady covered roads had lost a bit of their charm. Almost as soon as the project started, however, neighbors had complaints. “Trees are messy,” and “I never asked for a tree” were popular complaints as were the responses from excited residents who couldn’t understand why anyone would be resistant to nature. In most cases it wasn’t the tree itself that was a problem for any one neighbor as much as the unexpected change to the city-owned property in front of their homes.

As human beings, we’re all somewhat resistant to change – especially when we’re in a situation that “works” for us. It is a instinctual behavior developed over centuries to help us know how to survive harsh winters, how to avoid poisonous berries, and later, how to stay away from the dangers of gas station sushi. Embracing change is a skill that can be learned like anything else.

Start by identifying your emotions. Does the change make you mad? Worried? Anxious? Confused? Then, locate the source of that feeling. For our story above, some neighbors were mad that no one had contacted them to let them know the project was taking place. Others were worried trees would be planted too close to power lines. Some were confused about how the city chose certain types of trees [all native species]. These were all concerns that could be easily answered once the feeling of resistance was identified.

That’s not always enough for some people. Many of us like to hold on to things out of tradition or memory. Sometimes the logical answer doesn’t solve the emotional dilemma. In those cases, one of the most powerful exercises to try in the attempt to accept change is to take all the people out of the equation. That may sound strange at first, but consider the following: a resident doesn’t want a tree because, well, they just don’t. The city wants one because it cools streets and improves property value. Take the people out of that situation and what’s left is the tree. What would the tree want? Is the tree really asking for too much? “Mysteriously” and anonymously, the trees on our writer’s street all showed up one morning with name tags and a thank you note that went something like this… Hi! I’m Trevor. I’m a Florida Pigeon Plum and I am super grateful for this friendly piece of soil you’ve given me to grow and be part of your home. I’m great at holding orchids in my branches, I don’t require a lot of water, and I’m pretty strong against hurricanes once my roots grow in. Thank you for being my friend. The neighbors who had been protesting having the trees removed withdrew their complaints. By taking the idea of a winner and loser out of the equation, the change was easier to accept.

Our lives have changed a ton recently. They’re going to keep changing for the foreseeable future. The choice we have is in how we manage those changes. Recognizing resistance is how we accept change. Learning to accept change is how we grow.

Top Honors From The ADDY Awards

For the third year in a row, the entire helium creative team was incredibly proud to receive the Best in Show Award from the 2020 ADDY Awards from the Ft. Lauderdale-West Palm Beach chapter of the American Advertising Federation (AAF). This year, it was our work on 57 Ocean – an ultra-luxury beachfront residential property located on Miami Beach’s prestigious Millionaire’s Row.  

ADDY Awards

helium created award-winning video and web components for this high-end campaign, but it was the 57 Ocean neighborhood brochure [ahem, print is not dead] that took home the top award of the entire event.


BEST OF SHOW // 57 OCEAN NEIGHBORHOOD BROCHURES


A bold, contemporary new future that is still in touch with the glitter of its storied past – this was the direction we brought to life across this printed piece that highlights the property’s surrounding neighborhood. Commentary from historians, archival photos, modern-day imagery, and drone photography all came together in a comprehensive guide of restaurants, culture, nightlife, and more. Using several sheets of specialty textured paper by Mohawk, we created two companion books for 57 Ocean: The Wellness Guide and The Neighborhood Brochure. Thanks to Bellak for printing these brochures. The end pieces are thoughtful, tactile and sophisticated.

Books for 57 Ocean

GOLD WINS :

57 Ocean – Neighborhood Brochure 

DIRT Website 

Angie’s Epicurean Brand Development 

Sanctu  – Brand Development

ROK  – Brand Development

SILVER WINS:

57 Ocean – Website 

57 Ocean – Video

April Sights + Sounds

Here at the studio we’ve been busy creating brand identities, launching new websites into the world and organizing photoshoots [have you seen our latest blog?] Of course, in the background of all the work, we’ve been listening to some great music that we’re excited to share! So here it is: sights + sounds vol. III 

This is also the most fire playlist cover we’ve ever dropped. Just saying.

You can listen the full playlist on Spotify here

The Process: Photoshoots

We’re coming off of a successful 2-day photoshoot on Miami Beach for one of our real estate clients, 57 Ocean. As a branding studio, we pride ourselves in curating the full brand experience, from concept to identity to all forms of visual communication. For 57 Ocean we spearheaded a photo and video shoot to support the sales and marketing team with new content that would help tell the brand story and highlight the lifestyle. Photography played a huge role as an extension of their visual identity.

A great photoshoot is more than one person with a camera, it’s a full team effort.  Here at helium, we have a variety of photography + video partners we enlist depending on the look and feel we’re trying to achieve. We have a hand in every part of the process: vision, storyboarding, planning, coordinating teams and, of course, being on set to help art direct and manage the process to ensure the concept comes to life.

For 57 Ocean, helium enlisted one of our favorite photography + video teams to execute the sophisticated look and brand narrative.

Here is a sneak peak into our process.