Empire Title & Escrow

Meridian, Idaho

Bringing Identity and Leadership to Empire Title and Escrow

In 2009, I began my journey with Nextitle as a graphic designer for their Meridian, Idaho location. At the time, their marketing materials lacked cohesion and visual impact. Leveraging my design expertise and strategic mindset, I refreshed their brand presence, creating polished, modern marketing collateral that better reflected the professionalism of their title and escrow services. My work quickly gained recognition within the company, leading to my promotion as Corporate Marketing Director in 2010 to implement the same transformative results across all locations throughout the Pacific Northwest.

When Nextitle sold their Southern Idaho locations in 2016, the local offices faced a critical challenge: reestablishing themselves under a new name while maintaining the trust of their clients and partners. As their long-standing design and marketing lead, I partnered with the area manager to guide them through this transition. I created the brand identity for their newly independent company, Empire Title and Escrow, developing a name, visual identity, and messaging strategy that projected strength, stability, and local expertise.

This project was more than just a logo redesign. It was a culmination of my years of leadership, creative direction, and deep understanding of the real estate and escrow industry. I ensured that Empire Title launched with a brand that not only distanced itself effectively from Nextitle but positioned itself as a trusted, community-rooted company ready to thrive in Southern Idaho’s competitive market.

Empire’s (formally know as Nextitle) is a title and escrow company, with locations in Ada & Canyon counties in central Idaho.
Nextitle’s central Idaho locations had been recently purchased by an exterior finical firm in order to restructure and stabilize the portion of the locations that existed within a booming housing market.
We had already created an invigorating brand that became synonymous with title and escrow throughout Boise and greater metropolitan area. Particularly, Nextitle’s iconic chevrons. They needed to be able to move from Nextitle’s established brand and current clients to their new brand with as little of bumps in the road ahead as possible.
Nextitle’s logo lacked scalability. The only option was a horizontal layout. This didn’t come up very often, but when it did, it lacked consistency within their marketing materials. When designing a logo, it is imperative to see its use across all platforms and sizing restriction in order to obtain the greatest visability.
The transition needed to be as seamless as possible.
Smooth transition, scalable, more inviting, not so masculine, best service provided, client centered, reflect the surrounding area, modern, professional, a little bit of edge, discernable from Nextitle, and allow for easy transition.

Where to go from here?

Icon Development

scalable
more inviting
not so masculine
best service provided
reflect the surrounding area
modern
professional
a little bit of edge
discernable from Nextitle, yet similar

Logo Finalization

Now the real work begins

Brand implementation involves executing the brand strategy across various touchpoints, ensuring consistent messaging, visual identity, and customer experiences. It encompasses logo application, website design, packaging, advertising, employee training, and more to build a strong, unified brand presence. When you work with me, I’ll make sure that everything we create together matches your brand, keeping your business and customers connected. You can take a look at some of the brand work I’ve done here.