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Flock Homes
Year:
2025
Industry:
Real Estate, Wealth Management, Fintech/Tax Optimization
Project Scope:
Brand Architecture, CRO, Website Design, Webflow Development
Building a Seamless Real Estate Exit - Without Selling
About Flock Homes
Flock Homes offers a tax-deferred exit for landlords by converting single-family rentals into shares of a diversified, professionally managed real estate fund through a 721 Exchange. Owners keep their equity, defer capital gains taxes, and continue earning real-estate income—without the hassles of landlording. Brickell Digital partnered with Flock to reimagine its digital presence, building a brand system and narrative that make complex financial mechanics feel simple, credible, and human.
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Brand Identity
We built a modern brand system grounded in clarity, trust, and scale. Typography and color balance financial sophistication with warmth—connecting homeowners and investors through a sense of calm confidence.
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Results
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Our Approach
We designed the Flock experience around confidence and clarity—so visitors understand what Flock does in seconds and feel assured engaging with the product.
Key steps included:
- Audit & Strategy: Audited Flock’s previous site and messaging to turn a dense financial concept into a clear, homeowner-friendly story.
- Visual Storytelling: Introduced data visualizations, motion, and real homeowner narratives to bring the “sell without selling” idea to life.
- UX & Calculator Design: Restructured key tools—Capital Gains Calculator, Cash Flow Comparison, and 721 Exchange explainer—for usability and mobile performance.
- Scalable System: Built a modular design framework so the site can grow with new calculators, product pages, and investor content.
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Social Media & Promotional Graphics
To extend the reach and impact of the Miami Buildathon, our team also designed a suite of engaging social media & announcement graphics. These visuals were crafted to resonate with the event's energetic and innovative vibe, using the established brand fonts and color palette for consistency.
The graphics included promotional posts, event countdowns, participant spotlights, and highlights of key activities. Each design was optimized for various platforms, ensuring clarity and engagement whether viewed on mobile or desktop. This cohesive and visually striking online presence helped amplify the Buildathon's message, attract participants, and build a vibrant online community around the event.
The graphics included promotional posts, event countdowns, participant spotlights, and highlights of key activities. Each design was optimized for various platforms, ensuring clarity and engagement whether viewed on mobile or desktop. This cohesive and visually striking online presence helped amplify the Buildathon's message, attract participants, and build a vibrant online community around the event.
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Printable Designs and Assets
In addition to digital media, we created a range of printable designs and assets to enhance the physical presence of the Miami Buildathon. These included banners, posters, flyers, event badges, and other collateral, all meticulously designed to maintain brand consistency and visual appeal.
Our team ensured that each printed material was not only visually engaging but also functional and informative, guiding participants and creating a cohesive event experience. The use of the vibrant color palette and modern fonts ensured that all printed assets stood out, reinforcing the dynamic and innovative spirit of the Buildathon in every physical touchpoint.
Our team ensured that each printed material was not only visually engaging but also functional and informative, guiding participants and creating a cohesive event experience. The use of the vibrant color palette and modern fonts ensured that all printed assets stood out, reinforcing the dynamic and innovative spirit of the Buildathon in every physical touchpoint.
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Insights
Real estate can be intimidating—especially when it’s wrapped in complex tax and exchange mechanics. Our goal was to demystify that through warm storytelling and modern design: less jargon, more human clarity. By pairing soft gradients and intuitive visuals with precise language, we created an experience that resonates with both homeowners seeking freedom and investors looking for stable growth.
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