liminal

CASE STUDY · PELLBROOK REAL ESTATE

A whole brokerage, built from the name up.

CLIENT
Pellbrook Real Estate, a company we invented
WHAT WE BUILT
Identity, website, print, social, and four AI staff
DISCIPLINES
Brand · Web · Systems
STATUS
A studio piece. Try the staff.
A Pellbrook Real Estate yard sign in front of a craftsman house: the mark, FOR SALE, a phone number, and an OPEN SUNDAY rider.

WHY IT EXISTS

We wanted to show the whole job, without putting a client’s business on a demo page.

So we invented the client. Pellbrook is a family-owned brokerage in a valley of five towns, second generation, 48 people. Then we did for it exactly what we do for a real one: named it, drew the mark, set the type, built the site, printed the signs, wrote the posts, and hired the staff that answer the phone at nine on a Sunday.

Everything on this page is the actual deliverable, not a mock-up of one. The website runs. The staff answer. You can give them a job yourself.

THE BRAND

A gable over a brook, and a voice that sounds like a neighbour.

Pell, and brook: the mark is a roofline over two lines of water, drawn to hold at the size of a favicon and the size of a yard sign. Cream paper and slate ink carry the calm; one brick red does all the pointing. Fraunces for the headlines, because a family firm since 1994 should read like it has been there; Figtree for everything a buyer has to scan in a hurry.

Pellbrook brand basics: the mark, the reversed lockup on ink, Fraunces and Figtree type specimens, a five-colour palette, and the voice line.
Brand basics. One page an office of 48 people can actually follow.
Two business cards: the company card on cream, and Marisol Vega's card on ink, marked Front Desk, AI Staff.
Cards. Including one for Marisol, who is AI and says so.
The monthly email to past clients: a valley street photograph, three pieces of advice, and one button.
The monthly email. Past clients are most of the business, so they hear from the office more than once a year.

THE SITE

A front door that answers.

Five towns, this week’s listings, and the thing no other brokerage site in the valley says: call at nine on a Sunday and somebody picks up. The staff sit on the home page with their faces and their lanes, because they are part of the service, not a widget in the corner.

The Pellbrook website: a valley hero with a search, the year's numbers, this week's listings, the AI staff, the five towns, and selling.
pellbrook.example.com. The top of the page, built in the client’s brand, not ours.
The Pellbrook website on a phone: the hero, the search, listings and the staff, stacked.
On the phone, where most of the valley meets it.

PRINT AND SOCIAL

The same brokerage on a lawn, in a hand, and on a feed.

A sign has one job at twenty-five miles an hour. A flyer has one job on a kitchen counter a week later. A post has one job in a thumb’s worth of scrolling. Same mark, same voice, three different amounts of patience.

The listing flyer for a lake cabin: hero photograph, headline, features, three interior photographs and a client quote.
The listing flyer. One page, printed the same way for every listing, so a launch never depends on which agent you ask.
Social post: JUST LISTED, a lake cabin at dusk, the headline about a dock that stays.
Just listed.
Social post: SOLD IN 9 DAYS, a craftsman porch with a red door.
Sold.
Social post: OPEN SUNDAY 1 to 3, a new build in Corliss.
Open Sunday.

THE STAFF

Four of the people on the org chart don’t go home.

Hollis ReedChief of Staff
Marisol VegaFront Desk
Owen HartleyTransaction Coordinator
June ParkMarketing Coordinator

Marisol answers the phone in English or Spanish when the desk is closed, and says she is AI before she says anything else. Owen emails every seller each Friday between the accepted offer and the keys. June drafts the launch, the review replies and the past-client notes; a person approves them. Hollis puts the week on one page. Give them a job

Yours, built the same way.

Name, mark, site, print, and the staff to run the phones.

Talk to Vivian

Pellbrook Real Estate is a fictional company created by liminal as a demonstration. Any similarity to actual people or businesses is coincidental and unintended. The photography is AI-generated; addresses, phone numbers and figures are invented.