Side Unveils Brand Refresh in Anticipation of Annual Side x Side Event

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New visual identity and website reflect Side’s commitment to transforming the industry by empowering the best real estate agents to create their own boutique companies.

New Side logo and branding.

Side's refreshed branding.

With this refresh, we can show up to the industry authentically — as a company on a mission to free agents from situations that limit their growth and, in the process, transform the real estate industry for good.

Side, the only real estate brokerage platform exclusively designed for top agents, is proud to present a refreshed visual identity and brand-new website. The changes reflect the company’s bold and wholly unique “brokerage-as-a-service” approach that empowers the very best agents, teams and independent brokers to own and grow their own company without having to operate a brokerage. The reveal of the new branding comes roughly two months before Side x Side (February 7-9, 2023), Side’s annual event in which partners come together from across the country to share best practices, held in Long Beach, California.

“For over five years, Side has been singularly focused on helping our partner agents build lasting brands they own,” said Michelle Denogean, CMO. “Now, with over 500 market-leading companies on our platform, we felt it was time to invest in our own brand. Side is not and will never be a consumer-facing brand. But with this refresh, we can show up to the industry authentically — as a company on a mission to free agents from situations that limit their growth and, in the process, transform the real estate industry for good.”

Elements of Side’s brand evolution include:

New Logo and Visual Identity: The new logo and color scheme put a crisp, modern spin on Side’s initial design.

New Website: The new website ( has 2.5x more core pages than the original website, all dedicated toward showcasing the benefits of building a real estate business on Side’s brokerage platform. With a focus on celebrating the successes of Side’s 500+ partner companies, the website features over 80 videos of Side partners telling their stories.

New Brand Vision: Our vision is to be the best in the world at helping experienced real estate professionals fulfill the needs and aspirations of their clients and communities.

“Side’s model is unique and boundary-pushing, and this new branding reflects that,” said Guy Gal, CEO. “Before Side, top-producing real estate agents had two options: Build a business you don’t own within someone else’s company, or start your own brokerage and spend all your time managing your back office. Side has created an alternative solution: Create your own company and hire Side to serve as your broker partner. Boutique is the future of real estate, with more power in the hands of the great agents who are the ones making a difference in their communities.”

On February 7-9, 2023, top agents from across the country will come together in Long Beach, California for Side x Side, the industry’s premier event for high-volume real estate agents and teams. The theme of the event is “rise above the tide,” reflecting Side’s firm belief that its partners — founders of market-leading boutique real estate companies — are exceptionally well positioned to grow through the shifting market. Speakers at the event include Rick Sharga, EVP at ATTOM Data Solutions; Mike Del Prete, Real Estate Tech Strategist, and keynote speaker Earvin “Magic” Johnson, former professional basketball player and current Chairman and CEO of Magic Johnson Enterprises (MJE). For more information, visit

About Side

Side is the industry’s only real estate brokerage platform, empowering the very best agents, teams and indie brokers to create and grow their own companies — without the time, cost or risk of operating a brokerage. Unlike consumer-facing brokerage brands, Side works behind the scenes to provide our partners with time-saving technology and premier support services. This way, they’re free to focus on what matters most: serving their clients and communities. The company is headquartered in San Francisco. Learn more at

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