The Property Edit | Real Estate Marketing Concept

Concept ProjectReal Estate

Property type

Luxury Residential

Location

Fictional coastal New Zealand location

Platforms

Instagram & Digital

Campaign style

Modern & Bold

The project

The Brief

The Property Edit explores how premium property listings can be transformed into distinctive digital marketing campaigns.

The objective is to present an exceptional coastal property through considered creative direction, distinctive imagery and strategic social media content.

Our Approach

We developed a bold, modern campaign identity designed to make the property stand apart. Combining striking imagery, refined typography and strategic content, every element works together to communicate the lifestyle behind the listing.

Modern coastal home with a timber-clad entrance and stone walls, surrounded by native planting with sea views

Open-plan living room with floor-to-ceiling windows looking out over the coastline

Marble kitchen island with timber stools and cabinetry beside a window onto the sea

Campaign assets

Built for the feed.

A set of concept designs showing how one property can be presented across Instagram with a cohesive, modern look.

Instagram feed posts

Three concepts

Instagram feed post concept: a marble kitchen island with the text Thoughtful in every detail and a Discover the details button

Instagram feed post concept: a modern coastal home with timber and stone, with the text A considered kind of living

Light-filled coastal living room with timber ceiling, stone fireplace and floor-to-ceiling windows looking out to the water

Instagram stories

Three concepts

Instagram story concept: a modern coastal home with the text The Property Edit, Coming soon, and a Follow for the reveal button

Instagram story concept: a living room with a stone fireplace and sea view with the text A closer look and a Tap through for more button

Instagram story concept: a kitchen island with stools looking out to the coastline, with the text A closer look

Creative direction

A distinctive property identity

A considered visual identity brings consistency to every campaign touchpoint. The Property Edit combines architectural inspiration, confident typography and coastal-inspired tones to create a distinctive presentation.

The Property Edit

A Pinnacle Marketing concept

Colour palette

Deep charcoal

#17191B

Warm ivory

#F3F1EC

Coastal grey

#A8B3B5

Muted stone

#B8A78E

White

#FFFFFF

DM Sans ExtraBold

Headlines: oversized, uppercase and tightly set for a confident, architectural presence.

Inter Regular

Body copy: clean, readable and understated, letting the property take the lead.

Visual direction

Wide, calm coastal compositions in soft natural light. Architecture leads, with horizon lines, glass and natural textures conveying calm and space. Cool, muted tones are warmed with stone highlights.

Graphic design style

Oversized uppercase headlines, generous margins, thin rules and a restrained palette. Layouts are asymmetrical and architectural, allowing imagery to carry the story.

Strategy and deliverables

The work developed.

Campaign strategy

Positioning, audience and tone for presenting a premium coastal listing.

Visual identity

Logo, palette, typography and graphic language for the campaign.

Three social media feed concepts

A varied set of feed posts built on one cohesive, recognisable look.

Three story concepts

Vertical layouts designed for quick, immersive viewing.

Landing page direction

A concept page structure that presents the property clearly and guides visitors to enquire.

Content direction

Guidance on imagery, copy and formats across the campaign.

Digital campaign planning

A considered rollout plan across Instagram and digital channels.

The Property Edit is a conceptual demonstration project created by Pinnacle Marketing. It does not represent a real client, and no performance results are claimed.

ThePropertyEdit.