UNITY
Unity Development Investments
As the lead marketing strategist, I developed a comprehensive brand narrative, designed user-centric communication materials, and implemented digital campaigns to enhance user engagement.
THE CHALLENGE
When I joined UNITY, there was no marketing department.
No strategy.
No story.
At first, the brand had a name and a logo—but not much else. There was no clear strategy, no strong message, and no real connection to the people we wanted to reach. It looked like a brand from the outside, but it lacked meaning and direction.
UNITY existed, but it didn’t mean anything yet. At least until I arrived.
Before doing any marketing, I had to go back to the basics. I needed to understand the market, what people actually needed, and how we could help. Once we had that clear, I could finally make smart marketing moves that matched our brand’s mission and goals. This first step was key—without it, everything else would’ve just been noise.
THE PROBLEM
THE PROBLEM
THE PROBLEM
To create something that truly helps people, we had to start by understanding what was broken in the real estate world.
The truth is, it felt like a mess. Most people who owned land were lost. They didn’t know how to sell, what their land was worth, or who to trust. They kept getting confusing letters and low offers in the mail. It felt shady and stressful.
That’s when I saw the real problem.
It wasn’t just about the offer. It was about the experience. No one was making it simple. No one was guiding them. So I decided to fix that.
To create something that truly helps people, we had to start by understanding what was broken in the real estate world.
The truth is, it felt like a mess. Most people who owned land were lost. They didn’t know how to sell, what their land was worth, or who to trust. They kept getting confusing letters and low offers in the mail. It felt shady and stressful.
That’s when I saw the real problem.
It wasn’t just about the offer. It was about the experience. No one was making it simple. No one was guiding them. So I decided to fix that.
To create something that truly helps people, we had to start by understanding what was broken in the real estate world.
The truth is, it felt like a mess. Most people who owned land were lost. They didn’t know how to sell, what their land was worth, or who to trust. They kept getting confusing letters and low offers in the mail. It felt shady and stressful.
That’s when I saw the real problem.
It wasn’t just about the offer. It was about the experience. No one was making it simple. No one was guiding them. So I decided to fix that.
INSIGHT - PEOPLE DON'T TRUST BRICKS.
INSIGHT - PEOPLE DON'T TRUST BRICKS.
INSIGHT - PEOPLE DON'T TRUST BRICKS.
THEY TRUST PEOPLE.
The industry forgot that buying a home is one of the most emotional decisions someone makes. It’s not about square meters—it’s about starting a life. Yet the entire user experience was detached, transactional, and sterile.
Unity needed to become the opposite of that:
Relatable, transparent, emotionally intelligent—and obsessively user-centered.
THEY TRUST PEOPLE.
The industry forgot that buying a home is one of the most emotional decisions someone makes. It’s not about square meters—it’s about starting a life. Yet the entire user experience was detached, transactional, and sterile.
Unity needed to become the opposite of that:
Relatable, transparent, emotionally intelligent—and obsessively user-centered.
THEY TRUST PEOPLE.
The industry forgot that buying a home is one of the most emotional decisions someone makes. It’s not about square meters—it’s about starting a life. Yet the entire user experience was detached, transactional, and sterile.
Unity needed to become the opposite of that:
Relatable, transparent, emotionally intelligent—and obsessively user-centered.
BUILDING A REAL BRAND
BUILDING A REAL BRAND
BUILDING A REAL BRAND
Once I understood the real problem: people feeling confused, stressed, and unsure who to trust— I knew UNITY had to be different. The brand needed to mean something. Not just another company buying land. It had to feel human. Helpful. Trustworthy.
So I built a solution that’s clear, honest, and easy.
UNITY helps landowners understand their options, get answers, and feel confident about selling. We don’t pressure anyone. We guide them, step by step, in a way that makes sense.
No confusing process. No sales talk. Just real help from real people.
Brand Positioning
From: A development company chasing leads
To: A lifestyle-first brand that guides people through the chaos of real estate with trust, design, and radical empathy.
Core Values
Clarity over jargon
People over profit
Design that feels like a hug
Voice & Tone
Human, warm, and confident. Think your stylish older cousin who knows their shit but never talks down to you.
Once I understood the real problem: people feeling confused, stressed, and unsure who to trust— I knew UNITY had to be different. The brand needed to mean something. Not just another company buying land. It had to feel human. Helpful. Trustworthy.
So I built a solution that’s clear, honest, and easy.
UNITY helps landowners understand their options, get answers, and feel confident about selling. We don’t pressure anyone. We guide them, step by step, in a way that makes sense.
No confusing process. No sales talk. Just real help from real people.
Brand Positioning
From: A development company chasing leads
To: A lifestyle-first brand that guides people through the chaos of real estate with trust, design, and radical empathy.
Core Values
Clarity over jargon
People over profit
Design that feels like a hug
Voice & Tone
Human, warm, and confident. Think your stylish older cousin who knows their shit but never talks down to you.
Once I understood the real problem: people feeling confused, stressed, and unsure who to trust— I knew UNITY had to be different. The brand needed to mean something. Not just another company buying land. It had to feel human. Helpful. Trustworthy.
So I built a solution that’s clear, honest, and easy.
UNITY helps landowners understand their options, get answers, and feel confident about selling. We don’t pressure anyone. We guide them, step by step, in a way that makes sense.
No confusing process. No sales talk. Just real help from real people.
Brand Positioning
From: A development company chasing leads
To: A lifestyle-first brand that guides people through the chaos of real estate with trust, design, and radical empathy.
Core Values
Clarity over jargon
People over profit
Design that feels like a hug
Voice & Tone
Human, warm, and confident. Think your stylish older cousin who knows their shit but never talks down to you.
VALUE PROPOSITION
VALUE PROPOSITION
VALUE PROPOSITION
In a market full of empty promises and confusing jargon, UNITY stands out by doing what real friends do: telling you the truth—even when it’s not what you expected. Because honesty builds trust, and trust leads to better decisions.
the honest, friendly expert who tells you the truth.
get owners to feel safe, respected, and confident in selling to us.
We're the friend who has your back—even if it’s not what you hoped to hear, it’s what you needed to know to make a good decision.
In a market full of empty promises and confusing jargon, UNITY stands out by doing what real friends do: telling you the truth—even when it’s not what you expected. Because honesty builds trust, and trust leads to better decisions.
the honest, friendly expert who tells you the truth.
get owners to feel safe, respected, and confident in selling to us.
We're the friend who has your back—even if it’s not what you hoped to hear, it’s what you needed to know to make a good decision.
In a market full of empty promises and confusing jargon, UNITY stands out by doing what real friends do: telling you the truth—even when it’s not what you expected. Because honesty builds trust, and trust leads to better decisions.
the honest, friendly expert who tells you the truth.
get owners to feel safe, respected, and confident in selling to us.
We're the friend who has your back—even if it’s not what you hoped to hear, it’s what you needed to know to make a good decision.
CHANGING THE NAME
CHANGING THE NAME
CHANGING THE NAME
Unity Development Investments was the primary brand and legal entity of the company for the past 20 years. At some point, the decision was made to simplify the name by dropping 'Development' and renaming it to 'Unity Investments'.
So, the first step in the rebranding process was to streamline further to just 'UNITY'. This name conveys the idea of coming together, which is ultimately what we are trying to represent. So that's why I decided to keep it just 'UNITY'. a more simpler, direct and memorable name.
Unity Development Investments was the primary brand and legal entity of the company for the past 20 years. At some point, the decision was made to simplify the name by dropping 'Development' and renaming it to 'Unity Investments'.
So, the first step in the rebranding process was to streamline further to just 'UNITY'. This name conveys the idea of coming together, which is ultimately what we are trying to represent. So that's why I decided to keep it just 'UNITY'. a more simpler, direct and memorable name.
Unity Development Investments was the primary brand and legal entity of the company for the past 20 years. At some point, the decision was made to simplify the name by dropping 'Development' and renaming it to 'Unity Investments'.
So, the first step in the rebranding process was to streamline further to just 'UNITY'. This name conveys the idea of coming together, which is ultimately what we are trying to represent. So that's why I decided to keep it just 'UNITY'. a more simpler, direct and memorable name.
The Logo
The Logo
The Logo
UNITY's logo needed to encapsulate everything we aimed to represent. It had to be warm, friendly, and make a bold statement, which the final design successfully achieves. Reflecting the brand's core concept of coming together, the logo cleverly intertwines the letters, suggesting unity and coherence. The choice of a thick, sans-serif, and rounded typography further conveys warmth and friendliness, while also making the bold statement we desired.
UNITY's logo needed to encapsulate everything we aimed to represent. It had to be warm, friendly, and make a bold statement, which the final design successfully achieves. Reflecting the brand's core concept of coming together, the logo cleverly intertwines the letters, suggesting unity and coherence. The choice of a thick, sans-serif, and rounded typography further conveys warmth and friendliness, while also making the bold statement we desired.
UNITY's logo needed to encapsulate everything we aimed to represent. It had to be warm, friendly, and make a bold statement, which the final design successfully achieves. Reflecting the brand's core concept of coming together, the logo cleverly intertwines the letters, suggesting unity and coherence. The choice of a thick, sans-serif, and rounded typography further conveys warmth and friendliness, while also making the bold statement we desired.
The Icon
The Icon
The Icon
The thumb-up winking icon is an innovative and striking symbol designed to make a lasting impression. This logo represents approval, positivity, and a casual, friendly approach, which are not commonly associated with the traditional and often formal real estate industry. The thumb-up gesture universally conveys a sense of "all is well" or approval, which reassures clients of the quality and reliability of UNITY's services. The addition of the wink adds a layer of personal connection and informality, suggesting that UNITY doesn't just conduct business; it builds relationships.
When consumers see this logo, they are expected to feel a sense of comfort and trust. The friendly and informal nature of the icon is intended to reduce the intimidation often associated with real estate transactions, making UNITY appear more approachable and personable. It communicates that UNITY is a brand that understands the personal stakes involved in real estate decisions and is there to support and guide with a smile, not just provide a service.
The thumb-up winking icon is an innovative and striking symbol designed to make a lasting impression. This logo represents approval, positivity, and a casual, friendly approach, which are not commonly associated with the traditional and often formal real estate industry. The thumb-up gesture universally conveys a sense of "all is well" or approval, which reassures clients of the quality and reliability of UNITY's services. The addition of the wink adds a layer of personal connection and informality, suggesting that UNITY doesn't just conduct business; it builds relationships.
When consumers see this logo, they are expected to feel a sense of comfort and trust. The friendly and informal nature of the icon is intended to reduce the intimidation often associated with real estate transactions, making UNITY appear more approachable and personable. It communicates that UNITY is a brand that understands the personal stakes involved in real estate decisions and is there to support and guide with a smile, not just provide a service.
The thumb-up winking icon is an innovative and striking symbol designed to make a lasting impression. This logo represents approval, positivity, and a casual, friendly approach, which are not commonly associated with the traditional and often formal real estate industry. The thumb-up gesture universally conveys a sense of "all is well" or approval, which reassures clients of the quality and reliability of UNITY's services. The addition of the wink adds a layer of personal connection and informality, suggesting that UNITY doesn't just conduct business; it builds relationships.
When consumers see this logo, they are expected to feel a sense of comfort and trust. The friendly and informal nature of the icon is intended to reduce the intimidation often associated with real estate transactions, making UNITY appear more approachable and personable. It communicates that UNITY is a brand that understands the personal stakes involved in real estate decisions and is there to support and guide with a smile, not just provide a service.
Icon Variations
Icon Variations
Icon Variations
COLOR PALETTE
COLOR PALETTE
COLOR PALETTE
Every shade in UNITY’s palette does more than look good—it speaks. Loud and clear.
Light Blue & Blue
Calm. Clear. Reliable.
Light blue brings a sense of ease—what people crave in a space (and in a real estate partner). Deep blue locks in trust and strength. Together, they say: “You’re in good hands.”
White
Transparency isn’t just a value—it’s a visual cue.
White keeps things clean, honest, and open. No clutter. No confusion. Just clarity, inside and out.
Gray
Sophisticated and balanced.
Gray is the bridge between human warmth and professional confidence. It adds a modern edge while keeping everything grounded.
Black
Authority, depth, timeless energy.
Black adds weight to the message: Unity isn’t playing. This is a brand that knows what it’s doing—and owns its space.
The result?
A color system that mirrors Unity’s essence: grounded yet aspirational, human yet sharp. Friendly enough to trust. Serious enough to lead.
Every shade in UNITY’s palette does more than look good—it speaks. Loud and clear.
Light Blue & Blue
Calm. Clear. Reliable.
Light blue brings a sense of ease—what people crave in a space (and in a real estate partner). Deep blue locks in trust and strength. Together, they say: “You’re in good hands.”
White
Transparency isn’t just a value—it’s a visual cue.
White keeps things clean, honest, and open. No clutter. No confusion. Just clarity, inside and out.
Gray
Sophisticated and balanced.
Gray is the bridge between human warmth and professional confidence. It adds a modern edge while keeping everything grounded.
Black
Authority, depth, timeless energy.
Black adds weight to the message: Unity isn’t playing. This is a brand that knows what it’s doing—and owns its space.
The result?
A color system that mirrors Unity’s essence: grounded yet aspirational, human yet sharp. Friendly enough to trust. Serious enough to lead.
Every shade in UNITY’s palette does more than look good—it speaks. Loud and clear.
Light Blue & Blue
Calm. Clear. Reliable.
Light blue brings a sense of ease—what people crave in a space (and in a real estate partner). Deep blue locks in trust and strength. Together, they say: “You’re in good hands.”
White
Transparency isn’t just a value—it’s a visual cue.
White keeps things clean, honest, and open. No clutter. No confusion. Just clarity, inside and out.
Gray
Sophisticated and balanced.
Gray is the bridge between human warmth and professional confidence. It adds a modern edge while keeping everything grounded.
Black
Authority, depth, timeless energy.
Black adds weight to the message: Unity isn’t playing. This is a brand that knows what it’s doing—and owns its space.
The result?
A color system that mirrors Unity’s essence: grounded yet aspirational, human yet sharp. Friendly enough to trust. Serious enough to lead.
TIPOGRAPHY
TIPOGRAPHY
TIPOGRAPHY
CORPORATE SH1T
CORPORATE SH1T
CORPORATE SH1T
WEBSITE
WEBSITE
WEBSITE
UX/UI
UX/UI
UX/UI
We didn’t just build pages. We built experiences.
Clear user paths, mobile-first design
Conversational copy instead of cold CTAs
Guided navigation for decision-making support
We didn’t just build pages. We built experiences.
Clear user paths, mobile-first design
Conversational copy instead of cold CTAs
Guided navigation for decision-making support
We didn’t just build pages. We built experiences.
Clear user paths, mobile-first design
Conversational copy instead of cold CTAs
Guided navigation for decision-making support
DIRECT MAIL
DIRECT MAIL
DIRECT MAIL
EMAIL MARKETING
EMAIL MARKETING
EMAIL MARKETING
SMS CAMPAIGNS
SMS CAMPAIGNS
SMS CAMPAIGNS
I didn’t just make a new logo or launch a new site. I created a whole experience: A real brand with a mission A clear voice that feels honest A design that feels modern and human A website that gives answers fast A system that makes landowners feel safe It worked because it respected the user. It gave them control. And in the end, that’s all people really want. Make it easy. Make it real. Make it helpful. That’s what I built.
Client
UNITY
Work
Unity Development Investments
Year
2024
Credits
Malena Torrisi (Creative Director) Ten10Design (Graphic Design Studio)