F.C. Tucker Company, Inc.

FC Tucker is the largest independent real estate firm in Indiana.


Their goal is to orchestrate a process that makes the experience of buying or selling real estate a smooth and enjoyable one. They came to us to design a corporate, branded ad campaign for their 100-year anniversary. We built the design elements then handed them off to their marketing team to strategically employ.


The previous year, FC Tucker had spent a lot of time emphasizing the technology they brought to the table, and wanted to take this opportunity to re-focus on why they’re the best around–their people. We worked inside FC Tucker’s existing brand guidelines while adding a few new features to keep the campaign quintessentially Tucker, yet specific to their advertising goals.


All aspects of the ad campaign were designed to highlight the personal element of buying and selling homes with FCT. Our campaign theme featured a set of call and response statements for different buying/selling scenarios FC Tucker clients might find themselves in.


The intentional phrasing enables connection to the reader, and lends itself to further interaction. Real FCT stats were used alongside these statements to prove talking to Tucker was, in fact, the answer to their needs. These declarations provided easy to use, call-to-actions for web, social media and print advertisements. Real FCT clients that had experienced the specific scenario were found and interviewed for campaign content that could be isolated or combined for different advertising needs. A supplemental campaign typeface was introduced to both complement the existing brand font and mirror real life handwriting.
Photography and video standards imitated the true experiences one might have talking with an FCT agent and focused on conversation and body language. From top to bottom, each aspect of the campaign showcased the intimate experience you can still expect to receive from this powerhouse agency.