Climb Real Estate Brand Identity

Introduction

Climb Real Estate began as a local brand in San Francisco, known for its innovative approach to real estate, emphasis on collaboration, and culture-driven mindset. In 2018, the brand was acquired by the Realogy Franchise Group, with the goal of scaling it to a national real estate franchise. NM+U was brought in to develop a franchise-ready brand identity that could retain Climb’s spirit while appealing to a broader market.

Challenge

The challenge was to capture the collaborative, city-centric energy that defined Climb and transform it into a scalable brand identity that would resonate across the country. The goal was to position Climb as a national brand for a new kind of real estate agent—independent, modern, and connected—while still maintaining its local authenticity. The brand needed to feel relevant to younger agents and consumers in a fast-evolving real estate market.

Solution

NM+U began by identifying the heart of the brand: local, built-on-collaboration, and forward-thinking. The team crafted a real estate brand identity that felt modern, adaptable, and rooted in community. Instead of discarding tradition, the brand embraced new ways of working that spoke directly to younger, more tech-savvy agents and clients.

The result was Climb X Local—a flexible identity system that allowed the national brand to adapt to each market while staying true to its core values. This approach supported both brand consistency and local relevance, helping Climb build a scalable platform that empowered franchisees while appealing to a new generation of real estate professionals.