Since August 2026, Origami Creative has produced the monthly content for Coldwell Banker Los Trapenses, an office of the Coldwell Banker network in Lo Barnechea, Santiago. The challenge is not inventing an aesthetic: Coldwell Banker is a global brand with a closed corporate manual. The work is producing volume and consistency within that system, month after month, with an original video series, carousels, stories, campaign pieces and a diagnosis of the office's presence in search engines.
- Client
- Coldwell Banker Los Trapenses, a franchise office in Lo Barnechea, Santiago, Chile
- Since
- August 2026
- Industry
- Real estate brokerage
- Origami's work
- Editorial line, monthly content for Instagram, Facebook and LinkedIn, video and SEO diagnosis
The starting point: a brand you do not touch
A franchise office does not choose its identity. Coldwell Banker defines its palette, typefaces, logo usage and campaign lines, such as "Living Well". Origami does not redesign any of that: it applies it. What it does build is everything the manual leaves open: what to say each month, in which formats and with which voice.
For the voice, Origami defined two language rules with the office that complement the visual manual:
- Always name the neighborhood. There are other Coldwell Banker offices in nearby neighborhoods. Saying "Los Trapenses" in every piece is what sets this office apart within its own network.
- Show the proof, not the label. Instead of worn-out adjectives, each piece uses the fact behind them: square meters, bedrooms, timelines or years working in the neighborhood.
An editorial system
Before producing the first piece, Origami built the editorial line: five content pillars (brand, expertise, lifestyle, properties and people), the voice register, a bank of calls to action and hashtags, and a monthly calendar with set days for the feed and for stories. The plan moves in stages: first the office, then the properties and the team.
"El Dato de Santiago": an original series
Formats can be created even within a closed manual. "El Dato de Santiago" ("Santiago's Data Point") is a video series with a fixed structure: a vertical reel that explains a real estate market figure, with animated title cards, inserts composited over the footage and an animated bar chart.
A repeating format does two things: the audience recognizes it, and each episode becomes faster to produce because the pieces are already designed.
The anniversary: "Un año dejando huella"
In September 2026 the office turned one year old. Origami produced the full campaign: a 42-second reel edited from raw footage, with animated opening and closing cards, subtitles and audio normalized for the platforms; countdown stories to build up to the day; cards for the live coverage, and a thank-you carousel.
Carousels: content people save
The carousels explain topics a buyer wants to understand before deciding: what buying costs beyond the price, what the office learned in its first year in Los Trapenses, or why the way a property is presented changes its price. In September alone, 28 carousel slides were produced.
Stories, highlights and templates
Stories use interactive mechanics: polls, question boxes, countdowns and transparent overlays for live broadcasts. Highlight covers follow the same approach as the rest of the Coldwell Banker network in Chile, so the profile is recognized as part of it. A property listing template lets the office publish each home with the same order of information.
SEO diagnosis of the office
Social content works better when the office can also be found on Google. Origami delivered an SEO and AI search visibility diagnosis of the office's page: a seven-page report with color-coded indicators, charts and a non-technical summary so the office can decide what to do first.
How to work within another brand's manual
- Learn the manual before producing. Palette, typefaces, logo and official lines are respected from the first piece, not fixed afterwards.
- Create within what is allowed. The manual sets the identity, not the formats. An original series or a useful carousel is room for judgment.
- Add language rules. A visual manual does not say which words to use. Two clear rules organize all the copy.
- Design templates for volume. Reusable listings, cards and covers make it possible to publish every month without losing consistency.
Also see the Sedivet and Clínica Veterinaria Macul case studies, or learn about our social media service.
Does your brand have a manual and need content that respects it?
Let's talk →