PLANTA27° Journal
Ideas for designing
real estate well.
Notes on property branding, websites, brochures and the design decisions behind a good launch. Written from the work, not from a marketing textbook.
24 articles
01How to prepare a property for a photoshoot
The camera notices everything. Here is how we prepare a home so it feels considered, lived in and genuinely worth a viewing, without styling the life out of it.
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02What does a property launch need?
A property launch is not a logo, a brochure and a few Instagram posts. It is the moment every detail has to tell the same, convincing story.
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03Behind the scenes of a property film
The finished film may feel effortless. The shoot is anything but. Here is what we are watching while the camera appears to move quietly through the room.
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19A property brand is more than a logo
The logo may be the most visible part of a property identity. It is rarely the part doing most of the work.
Read article ↗20The design system behind a property launch
A website, brochure and campaign can all look good separately and still feel like three different projects. The system is what holds them together.
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21How to design a real estate brochure people keep
A good brochure is not a website squeezed onto pages. It has its own pace, purpose and way of helping a buyer decide.
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22Designing floor plans for buyers, not architects
A floor plan is often the most useful graphic in a property campaign, and one of the least thoughtfully designed.
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23Typography for premium real estate
Luxury property brands often use the same handful of visual signals. Typography is where a project can feel specific instead of simply expensive.
Read article ↗24A recognisable identity for a boutique real estate agency
For an agency, the brand is not only the logo above the office. It is the standard visible in every new listing.
Read article ↗04The complete content checklist for selling a property
Most property campaigns do not suffer from too little content. They suffer from discovering what is missing when the listing is already live.
Read article ↗05Property photography vs. architectural photography
They both point a camera at a building, but they are not the same job. One helps sell the space; the other gives the design time to speak.
Read article ↗06What makes a real estate website feel premium?
A premium website is not the one with the most animation. It is the one that makes a remarkable property feel obvious, and never makes the buyer work for the details.
Read article ↗07When does a property need its own brand?
Not every apartment needs a poetic name and a monogram. Sometimes strong photography and a clear listing are exactly enough.
Read article ↗08How much content can you create in one property shoot?
One well-planned day can feed an entire launch. The trick is deciding what every image needs to do before anyone presses record.
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09Drone photography for real estate: when does it add value?
A drone is useful when height reveals something. If the shot only proves we own a drone, it stays on the ground.
Read article ↗10How to market an off-plan property
Selling a home that does not exist yet is a trust exercise. The creative work has to make the future tangible without pretending it is already real.
Read article ↗11The 10 details that make property photos look expensive
The difference between an ordinary listing and a high-end image is rarely the camera. It is usually ten small decisions nobody notices when they are right.
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12What buyers need to see before booking a viewing
A buyer does not need every answer before a viewing. They do need enough clarity to believe the property is worth leaving the house for.
Read article ↗13One shoot, five deliverables
Photography, film, drone, vertical edits and behind the scenes, captured in one day, but never treated as five copies of the same idea.
Read article ↗14How to choose the right time of day for a property shoot
The right hour can do more for a property than another light, lens or filter. We plan around the moment its best feature becomes undeniable.
Read article ↗15Why your property brochure still matters
The brochure is not dead. The forgettable brochure is. A good one is still the object serious buyers save, forward and return to.
Read article ↗16Before and after: how styling changes a property shoot
Styling a property is less about adding beautiful things and more about noticing what the camera refuses to ignore.
Read article ↗17How to launch a boutique real estate agency
A boutique agency does not become distinctive by calling itself boutique. The difference has to show up in every listing, response and piece of advice.
Read article ↗18A creative guide to marketing Barcelona real estate
Barcelona is sold through light, architecture and neighbourhood. Yet the same sun-drenched language has made very different homes look strangely identical.
Read article ↗Working on a property?
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