FIRST THE NORTH, THEN THE WORLD

LAREN Consulting has stood for expertise and reliability in the real estate market for over a decade – active from Kiel across the whole of northern Germany and beyond. But with a growing diversity of business areas came the need to structure the brand more clearly and modernise its presence. The goal was to sharpen its perception as the leading number one in the north and give the brand a visually striking, future-proof form.

At the heart of the project was the development of a consistent umbrella brand that unites brokerage, residential, rental, investment, asset management and construction under one strong brand promise. The new product architecture organises and differentiates – while creating a clear sense of belonging. The claim "Your Off-Market Experts" underlines the ambition to operate discreetly and competently at the top of the market.

The corporate design relies on a clear visual line: the bold accent colour becomes a striking mark, flanked by a modern sans-serif typeface. Reduction and precision shape the overall picture, while graphic elements and modular layout systems create recognisability and flexibility at once. The visual system is complemented by a striking illustration in the form of a stylised whale, standing for strength, permanence and vision. This powerful symbol picks up on the complexity of the real estate world and gives the brand additional depth. The result is a presence that radiates professionalism without losing warmth.

Execution was carried out consistently across every touchpoint. From business stationery like letterhead, business cards and compliment cards, to property listings, ads and construction site banners, to signage, sponsorship measures and fleet design, the new brand identity becomes visible and tangible. Every detail – from typography to colour – is part of a unified brand world that conveys clarity, credibility and modernity.

As a result of this development, LAREN Consulting now presents itself as a strengthened brand with a clear structure and a striking presence that flows seamlessly into the overall picture. The realignment doesn't just give it a modern face, it clearly positions the company as the leading partner for real estate in northern Germany – competent, discreet and distinctive.