Real Estate Marketing

When Your Brand Just Needs a Little Freshening Up. The Relaunch of BiggerPockets…

Expertise: Real Estate Marketing, Personal Development, Real Estate News & Commentary, Mortgages & Creative Financing, Real Estate Investing Basics, Landlording & Rental Properties, Flipping Houses, Personal Finance, Business Management
301 Articles Written
refreshing your brand

It was 2004 and I was about to launch the website that would change my life.

Want more articles like this?

Create an account today to get BiggerPocket's best blog articles delivered to your inbox

Sign up for free

I didn’t know it yet, but my newly launched idea was going to grow some serious legs and would ultimately change the lives of millions of others as well.

The idea was simple — a real estate community and resource directory to help people (namely me) learn the business without getting the run around from the real estate gurus.

Since I was getting into real estate, my company had to have a logo that said REAL ESTATE, right?

BiggerPockets.com Real Estate Investing - REO, creative real estate financing, income properties, foreclosures

I quickly realized that our ‘brand’ was a dime a dozen — like every other real estate website, I know had a house as part of our logo.

There was nothing distinct about us; nothing memorable.

I wanted a logo something that people would immediately identify with what we stood for and set out to design our new mark. The idea was to have a guy coming out of a pocket . . . someone who was gunning for financial freedom thanks to the knowledge we imparted on them.

The resulting logo did just what I wanted it to do.

Real Estate Investing Guide | BiggerPockets® Real Estate Investment Community

It was visually pleasing.

It was memorable.

It had some meaning behind it.

For the next decade, our beloved ‘pocket guy’ represented BiggerPockets and helped us to become the company that I always hoped we could be.

Meanwhile . . .

Over that same period, our site had been redesigned several times to stay fresh and relevant.  Our audience grew dramatically and our core mission began to develop.

We were no longer that little forum with a few thousand real estate investors. We were becoming a vibrant, organic community that today counts over 400,000 members and sees close to 2,000 new forum posts and countless other actions between our users each day.

BiggerPockets had grown up, but our logo and site’s look and feel had begun to feel like a relic of the past.

Time to Freshen Up the Brand!

We set out to bring on a new member of the team to take the lead in the redevelopment of the look, feel, and user interface of BiggerPockets and hired an unbelievably talented UI/UX Designer, Joshua Tilton. Together, we decided to start with a new, clean logo, and worked on creating a more modern and obvious site navigation.

I’d love to go into the details and iterations of how we came to our new design/logo, but Josh (JT as we call him) is excited to share that with you in a post of his own.

The process was very cumbersome and we worked incredibly hard with our entire team to come up with something that we felt better represented who we were today.

The resulting logo, which you see across BiggerPockets today is something that I’m extremely proud of, and which I know will help to represent us for the next decade (and perhaps beyond). It still includes our beloved ‘logo man’ but most importantly, incorporates the community that has made BiggerPockets the leading destination online for real estate investors and others in the industry.

BPLogo

At the end of the day, it is important to regularly re-evaluate your company, its goals, values and mission, and to make sure your brand adequately represents it for today and tomorrow.

Does your brand need a little freshening up too?

Joshua Dorkin is a serial entrepreneur, investor, podcaster, publisher, educator, and co-author of How to Invest in Real Estate. He started BiggerPockets to help democratize the real estate investing landscape for himself and others, aiming to make it accessible for everyone, regardless of income or education. Today, BiggerPockets is the premier real estate investing website online with over one million members and reaching over 70 million people with the message of financial freedom through real estate investing. Joshua, along with his wife and three daughters, make their home in Denver, Colorado, and spend any time they can traveling, exploring, and adventuring. Read more about Joshua’s story in 5280 and Inc.com.

    Jon Huber Rental Property Investor from Boca Raton, FL
    Replied almost 4 years ago
    Excellent work. Love the new design
    Joshua Dorkin from Denver, CO
    Replied almost 4 years ago
    Thanks Jon. I appreciate that!
    Russell Brazil Real Estate Agent from Rockville, MD
    Replied almost 4 years ago
    Im curious where the name Bigger Pockets came from. I seem to vaguely remember a story about it on one of the podcasts.
    Mindy Jensen BiggerPockets Community Manager from Longmont, CO
    Replied almost 4 years ago
    Listen to Episode 100 of the BiggerPockets Podcast. https://www.biggerpockets.com/renewsblog/2014/12/11/bp-podcast-josh-dorkin/
    Karen Rittenhouse Flipper/Rehabber from Greensboro, NC
    Replied almost 4 years ago
    Love it. Congratulations on your HUGE success.
    Joshua Dorkin from Denver, CO
    Replied almost 4 years ago
    Awesome. Thanks Karen!
    Donald Cherry from Saint Peters, Missouri
    Replied almost 4 years ago
    Great new look. Love the incorporation of the “speech bubble”. Very clean… Having undergone rebranding efforts myself, I appreciate the work that went into this, and the outcome accurately captures how I feel about the sire. Well done!
    Joshua Dorkin from Denver, CO
    Replied almost 4 years ago
    Thanks for noticing the little details, Donald. I appreciate the feedback.
    Cory Binsfield Financial Advisor from Duluth, Minnesota
    Replied almost 4 years ago
    I’m digging the new design. Clean, crisp and easier to read on my iPad and iPhone. Thanks to your vision, I can refer my investment clients to your site and this helps them (and me) quickly explain the benefits of real estate investing.
    Joshua Dorkin from Denver, CO
    Replied almost 4 years ago
    That’s exactly what we like to hear. Thanks for spreading the word!
    Gordon Cruickshank
    Replied almost 4 years ago
    Joshua, I am a long time reader of Biggerpockets. Lately the articles are unprintable to be read at a later time. There is an overprint of the “Book on no money down” blocking the words. Please set up the webpages so that the articles can be printed to be read. Thank you Joshua! Gordon Cruickshank
    Robert Gandy Investor from folsom, Louisiana
    Replied almost 4 years ago
    The new logo looks great. The GUI is very clean. PS. I have taken your advice and gotten more involved on the forums. Thanks again for all that you do!
    Joshua Dorkin from Denver, CO
    Replied almost 4 years ago
    Sounds good, Robert! Good luck to you.
    Matthew Thompson
    Replied almost 4 years ago
    I like your old logo better: https://www.biggerpockets.com/renewsblog/wp-content/uploads/2015/11/Real-Estate-Investing-Guide-BiggerPockets%C2%AE-Real-Estate-Investment-Community-300×86.jpg To me there’s just something appealing about all lowercase letters. Your new logo just doesn’t have the pop.
    Matt Santos Flipper/Rehabber from Manchester, WA
    Replied almost 4 years ago
    Nice job Josh and company, it definitly looks nice. Now you can have a throw-back logo for nostalgia. Years from now, many will look back at the old logo as their symbol of jumping off into a new and rewarding life!
    Joshua Dorkin from Denver, CO
    Replied almost 4 years ago
    And many will look at the new logo the same way as well 😉 Thanks Matt!
    Rahul Singhal Software Entrepreneur from Chicago, Illinois
    Replied almost 4 years ago
    Giant a** pockets 😛
    Joshua Dorkin from Denver, CO
    Replied almost 4 years ago
    That would very much please my colleague, Scott Trench.
    Account Closed from Denver, CO
    Replied almost 4 years ago
    I absolutely adore the new logo. It’s very minimalistic, simple, clean, meaningful and clearly conveys the message. Great job you guys.
    Joshua Dorkin from Denver, CO
    Replied almost 4 years ago
    Homerun, Mikhail! Thank you.
    Francesca S. Architectural Designer from Los Angeles, California
    Replied almost 4 years ago
    The re-branding is really beautiful! Great job!
    Joshua Dorkin from Denver, CO
    Replied almost 4 years ago
    Thank you so much. I agree.
    Robert Greenberg from Dallas, Texas
    Replied almost 4 years ago
    Really nice work on the rebranding. It’s so much bigger than the logo redesign, but the new logo captures the essence of the “community” without losing the equity you have created with the original “man and the pocket” design. The site feels cleaner and easier to navigate. Really nice work.
    Joshua Dorkin from Denver, CO
    Replied almost 4 years ago
    Thanks Robert. Much appreciated.
    Tek Chai from Podunk, Washington
    Replied almost 4 years ago
    Love the simple, clean, cohesive design. It stands out better in apps and website icon. Now the pocket with a button (my favorite kind of shirt.) becomes the “pocket guy” Great improvement! Josh and the BP Team.
    Joshua Dorkin from Denver, CO
    Replied almost 4 years ago
    Thanks so much, Tek. Design matters and we’re taking it very seriously as we move into the next phases of BiggerPockets.
    Dan Madden Investor from White Lake, Michigan
    Replied almost 4 years ago
    I liked the old logo, I like the new logo…but the new typeface rocks! Mucho better!
    Joshua Dorkin from Denver, CO
    Replied almost 4 years ago
    Thanks Dan. I agree with you 100%.
    Isaac Rothermel Rental Property Investor from Malvern, PA
    Replied almost 4 years ago
    Really love the new logo — I’m curious, are there any changes to content structure in the works, such as more frequent podcasts? Looking forward to seeing what else you guys roll out in the next few weeks!
    Bret N. Flipper/Rehabber from Centreville, VA
    Replied over 3 years ago
    A good inspiration for where I am right now with my business! Stay relevant!!