Case Study: Energizing a Global Brand Shift for Sotheby’s International Realty
The Challenge
Sotheby’s International Realty—a brand known for its luxurious, traditional, and reserved visual identity—was preparing to roll out a bold new direction. At its annual global networking event (GNE), leadership wanted to energize their audience, introduce forward-thinking initiatives, and shift perceptions from “timeless and classic” to “innovative and future-facing.” The video opener needed to set the tone for this evolution.
My Role
Originally brought in to lead visual design, I quickly became a contributor to the full creative process. I collaborated closely with the creative director and the internal team to shape the narrative arc, refine the script, and guide storyboarding—ensuring that the visual and emotional cues aligned with the brand’s new trajectory. I also worked directly with the CMO, supporting his keynote decks and presentation storytelling, giving me real-time insight into the strategic shifts being introduced.
The Strategy
We designed the video as an elevated, high-energy, emotionally resonant opener that would break from Sotheby’s usual tone and signal to the audience: something new is coming. The content was tightly integrated with the CMO’s messaging to create a cohesive experience across visual, verbal, and emotional touchpoints. Our goal was to elevate excitement while still honoring the core values of the brand.
The Outcome
The internal reception was electric. The audience—composed of Sotheby’s global network of agents—responded with excitement, curiosity, and renewed energy, setting the tone for an ambitious brand evolution. The video successfully reframed expectations and became a core anchor for how the company talked about innovation moving forward.
