“Thank you for your firm’s guidance and expertise with our rebrand. I’m thrilled with the outcome, and we’ve received such positive feedback from our partners, clients, and friends.”
— Lewis Agnew, President
Return on Creative
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Established in 1962, Charles Hawkins Company, Inc. had been a stalwart presence in Nashville’s real estate scene. As the company evolved over decades, the need for a rebrand became apparent. Despite its historical significance, the brand name experienced confusion after having been abbreviated to Chas. Hawkins Company, Inc. in its early days as a cost-saving measure. Decades later, the company aimed to rebrand while maintaining honor for its founder’s legacy.
Charles Hawkins Co. partnered with Circa to provide clarity in the Charles Hawkins brand story, preserve their values, and create a refreshed identity to make the Charles Hawkins brand seen, heard, and understood in a growing Nashville market.
Naming | Circa facilitated discovery roundtables that sparked the transition from a disparate company identity to the succinct name “Charles Hawkins Co.” This title retains the homage to the company’s founder while bringing cohesion and a modern feel.
Brand Workshop | This intensive custom workshop included company stakeholders to align around the organization’s brand core: mission, vision, and values.
Brand Positioning | Circa identified integrity, stability, and tenacity as the key motivations and bedrock principals that fueled Charles Hawkins Co.’s internal operations and client services. These principles were used as a cornerstone to building out the revitalized brand identity.
Brand Identity | Charles Hawkins Co. received a comprehensive visual identity, including a redesigned logo and visual system. The new logo, rooted in a serif typeface, was symbolic of stability and growth. Broken letterforms in the logo convey authenticity and experience, while the interconnecting letters form a symbolic ladder—representative of progress and perseverance.
Website Redesign | Circa spearheaded the creation of a new website that showcases the company’s expertise and established market presence while also presenting the relational, people-first heart of Charles Hawkins Co.
Signage and Collateral | Circa worked with Charles Hawkins to extend their rebranding to all physical touchpoints, including signage and print collateral.
The culmination of this rebranding effort resulted in Charles Hawkins Co. solidifying its position as one of the foremost independent real estate firms in Nashville. The brand’s revitalized identity not only resonates with existing clients but continues to attract new business opportunities. The blend of tradition and innovation showcases the company’s commitment to growth while upholding the legacy of its founder.