KnockCRM
KnockCRM is a customer relation management software platform in the multifamily, real-estate industry. Through ideation to execution, my contributions lead to a new brand identity, implementing digital channel content strategies and launch campaign, leading to growth in social media by +87% impressions and email by +3.2% conversions.
KnockCRM's public rebrand and website launch was sunsetted due to the RealPage, Inc. acquisition in October 2022.
CONTRIBUTIONS
BRAND STRATEGY
BRAND DESIGN
LOGO DESIGN
WEBSITE DESIGN
CAMPAIGN DESIGN
Reinventing A Brand
Knock has an advanced, credible, and dynamic persona as a brand and product. The goal was to elevate Knock's brand with a modern and bold take. Rebuilt from the core, applied across every valuable channel. SWOT and competitive analysis were performed, tone of voice was broken a part, and digital channels were combed through.
I introduced a subtle “home” symbol and paired it with a clean, uncomplicated logotype to ground the brand in familiarity. Against a deep navy backdrop, color, icons, and motion created the balance of friendly warmth and high-performance energy. As a CRM built to streamline countless moving parts, the flexible lines and waves represent a centralized, connected experience; acknowledging the many roles, tasks, and relationships the platform brings together.
Website Design
After creating a core brand vision, I applied the identity across channels like the website and social media. Constructing a visual layout, wireframes, task flows, and digital assets to support the growing UI, Knock's website became reflective of the quality of their teams, their relationships, and their product.
Web + Mobile 'About' Screens
Website Screens
Mobile Screens
Web + Mobile 'Product' Screens
Touchpoints
After establishing Knock's brand identity and guide, I extended Knock's visual identity across materials such as billboards and posters to deliver a bold but cohesive brand.
Implementation: Digital Campaign
Our next steps included implementation across our marketing efforts, integrating brand elements of imagery, color, and design guidelines across our Centralized Leasing Suite campaign which included emails, landing pages, digital ads, and social media.
Email Campaigns
Digital ads
Social Media
Results
Social Media
Through a comprehensive social media audit and new strategies, in our short-time, we were able to experience audience, engagement, and impression growth.
Audience Growth
Engagement
Impressions
+8%
+80.35%
+86.93%
Email Marketing
Implementing a new content strategy that highlighted the awareness, consideration, and conversion funnel which inspired email design and copy, we saw a change in click-through rates, conversions, and open rates.
Open Rate
Click Through Rate
Conversions
27.8%
+4.3%
+5.2%
Credits: KnockCRM Brand Team (Charlie Pitcher – Creative Director, Bridget Cunningham – Brand Designer, Meg Cressey – Content Marketing Manager)