From agent to agency

The Richards Group, a Toronto real estate firm founded by Mark Richards, faced a common challenge: how to grow beyond its founder's personal brand. After a decade of success built on Mark’s reputation and relationships, the agency needed to establish its own distinct identity in Toronto’s competitive market.

Our research revealed that while The Richards Group’s marketing was unique, it didn’t communicate what made them uniquely successful. However, stakeholders consistently saw them as the kind of people you’d want in your network—connected, fun, and knowledgeable about Toronto’s east end.

The rebrand positioned them as “Eastsiders,” experts on all things “East TO.” The new identity, website, and marketing materials embraced this geographic focus, incorporating local neighbourhood features into graphic elements.

The strategy’s foundation became EastTO, a magazine celebrating life in Toronto’s east end. Featuring home design trends, local restaurants, retailers, and residents, the publication established The Richards Group as community champions while creating content for their digital marketing channels.