Yelsa – Branding a Real Estate SaaS Company

Location: Richmond, New Zealand
Client Type: SaaS Platform
Project Type: Brand Refinement
Learn more: https://yelsa.co.nz/

The Challenge: Yelsa is a real estate SaaS platform based in New Zealand.

The product connects buyers, sellers, agents, and brokers inside one app.

The goal is simple. Reduce friction in property transactions. Create direct, clear connections.

The project focused on refining the existing brand. Not a reinvention. A tightening.

The main challenges:

• The logo needed to feel more intentional while staying familiar

• The brand system lacked clarity and consistency

• Future designers had no clear guide to follow

• Marketing assets felt disconnected across channels

The client wanted a minimalist upgrade that respected what already worked while making the brand easier to use, scale, and protect.

The Approach: I started with a brand discovery session.

We aligned on:

• Business goals

• Product vision

• Target users

• What the brand should signal at first glance

From there, I audited the existing brand system.

I reviewed:

• Logo construction

• Typography

• Color usage

• Real world applications across digital and print

I then researched direct and indirect competitors in real estate and SaaS.

The focus:

• How clarity shows up in strong SaaS brands

• How trust is built visually in real estate platforms

• Where Yelsa could stand apart without noise

A key part of the work was understanding the meaning behind the logo. The kingfisher bird became the anchor.

I explored what it represents:

• Precision

• Patience

• Focus

• Direct action

These traits aligned closely with Yelsa’s mission of reducing friction and creating clear connections. I refined the logo to feel more balanced and deliberate while keeping its original character intact.

From there, I built a clear design system:

• Defined logo usage rules

• Refined typography hierarchy

• Simplified color combinations

• Established repeatable design accents

Finally, I created a detailed design guide.

This guide allows any future designer to:

• Apply the brand with confidence

• Maintain consistency across email, social, and print

• Scale the brand without guesswork

The result is a brand system that feels focused, usable, and ready to grow with the product.

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