Cohana

Cohana co-founders Dean Otto and Noah Kirshbaum understand the real estate market and investments. As experts in luxury real estate, they saw what wasn’t working in the vacation home marketplace. They knew that even high-net worth buyers were being priced out of the market, while high-end property owners were spending valuable time and money on property upkeep, with few opportunities to offset their expenses.

When they contacted DesignGood, Dean and Noah had been testing their co-ownership model, but they hadn’t yet created a brand or the platform to share their approach with a wider audience. The discovery process was critical to helping clarify their market advantage and their unique value proposition, in contrast to other vacation co-ownership solutions and timeshare options. We launched the creative process with visual identity development and naming. The selected name “Cohana” blends the company’s unique co-ownership approach with the Hawaiian concept of extended family, ohana. The clean simplicity of the door and keyhole logo clearly communicates residential real estate, and conveys the ease of use in Cohana’s solution. We built a robust website for Cohana to launch their brand and spread the word about the Cohana difference. Through clear, step-by-step copy and graphics, we helped Cohana explain their four-part process for buyers that begins with matching like-minded buyers with the perfect property and keeps profitability top of mind. Cohana works with both buyers and sellers. We helped Cohana communicate how co-ownership helps sellers alleviate themselves from debt while still retaining partial ownership in their home. We also developed an FAQs page to answer the most commonly asked questions, and detailed documents the Cohana team can share with qualified buyers and sellers.

Our Contributions

Branding, Copywriting, Website, Visual Identity, Logo, Email Marketing, Digital Design, Print Design