An ‘attic-to-basement’ renovation of a Denver real estate icon's brand.

Koelbel & Co

Brand Identity


The Challenge

Refresh a local legacy

Since 1952, Koelbel has been a cornerstone of the Denver real estate scene; planning, developing, and building everything from entire communities to custom mountain homes. Naturally, AOR was very excited when Koelbel approached us with the opportunity to leave a mark on a company that’s made such an impact on our home state. The family-run business was looking to refresh with a visual overhaul to their logo and overall brand.

Little did we know that what would start out as a ‘simple’ refresh of the core brand would quickly grow to encompass every part of the Koelbel brand.

The Approach

Everything (including) the
kitchen sink

Our first step was a deep-dive into the Koelbel brand through a discovery session that included multiple generations of the Koelbel family. As soon as creative development began, the team realized there was a chance to not just refresh a logo, but the entire brand architecture of the Koelbel company. Alongside the brand refresh, we developed a full visual hierarchy for the Koelbel brand and all its divisions and subdivisions that not only helped clarify the organization internally, but outwardly to customers as well.

We used our momentum to carry us into a full website redesign to ensure the company’s most important touchpoint not only fully embraced the new brand but got the UX updates needed to make navigating and viewing Koelbel properties a joy for potential homebuyers. A wide range of singular property websites were brought in under the Koelbel roof and unified under the new brand, creating consistency across the portfolio. The website was substantial, spanning Koelbel’s entire residential and commercial portfolio and pushed our team to create something above and beyond what they had done before.

The Outcome

Reorganized and revived

Projects that grow and evolve organically are always exciting, and both we and our partners at Koelbel were thrilled with both the process and final result. We were able to deliver what the client had asked for and more, setting them up for continued success into the future with an updated brand and easily understood brand hierarchy. Once everything launched, the numbers spoke for themselves, showing enormous increases in traffic and engagement across the board. At the end of the project, AOR was selected as Koelbel’s agency of record going forward.


Increase in total website users


Increase in traffic from paid search

Want to see how it all turned out (and maybe find your dream home)?