I was approached by a realtor with an idea called the Reverse Referral System. Essentially, it gives realtors the opportunity to give part of their commission to a real estate developer who referred them a client. Our goal was to construct a brand around this system so that it would not become a commodity or be replicated.
We created a new name for the organization and an identity that focused on the harmonious relationships made between developers, buyers, and realtors.
Reverse Referral System sounded like a college math course and focused solely on the service rather than the benefits of using it. Perfect Fifth is a musical term referencing the one note within an octave that harmonizes between the high and low notes. Similarly, realtors bridge the gap between developers and buyers.