A full-service commercial real estate company with ~$1.7 billion in construction work, with most of it in NYC, saw a gap in the residential space, particularly in apartment and townhome renovations. For homeowners and renters, the renovation experience was notoriously chaotic, unpredictable, void of technology, and not as joyful as a renovation should be. This established real estate company was eager to develop and launch a breakthrough concept and create a new norm in apartment renovation where the customer experience was paramount.
We conducted in-depth exploratory sessions with the client to get to the nitty-gritty of the competitive landscape, identify where and why there were holes to fill, and understand in the greatest detail the client’s vision and objectives for the brand they wanted to build.
An iterative brand development approach started with a robust strategy that would be the springboard for everything moving forward. From there, name development came to life, landing on the name chapter – a name that personified the client’s objective to be the innovation within the renovation industry. To be the “new next” where apartment owners and renters could enjoy a renovation. experience that aligned with the chapters within their own lives. And to have technology be a part of that seamless, pleasurable, day-to-day experience.
Iterations of copy and design for logo development, a website, t-shirt promos, and outdoor ads provided opportunities for the client to see their vision take shape through a brand campaign. These steps were all done quickly and efficiently to stay within the client’s tight deadline of three months from start to finish.
Naming, Brand Strategy, Brand Identity, Copy, Web Design
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