Related Companies
2008 REBRAND 100 Winners > merit
Industry: Construction/Property Development - Below: Before Image, Rebrand Images, Summary, Credits
Summary: Industry Setting - Related Companies is a fully-integrated, global real estate company that prides itself on pioneering advancements in development, architecture, design, management and finance – spanning mixed-use skyscrapers to suburban shopping centers, and from luxury residential properties to affordable housing. Challenge - Related developments deliver unmatched quality, style and unique lifestyle experiences. As such, Related previously branded itself through its individual properties. Although there is great value in the specific buildings, there was a larger story to be told. Related desired a modern corporate brand and message that communicated its breadth of capabilities and markets, as well as its culture and vision. Strategy - Our interaction with Related allowed a clear strategy to quickly surface. We realized the success of their developments are not due solely to celebrity architecture, contracting expertise or financial acumen, but are largely because of the individuals that make up Related and the spirit that pervades everything they do – innovation and integrity. Result - Based on insights, we developed a brand look, feel and tone of voice for Related which was extended to a corporate identity, brochure and website. Our execution included a design exploratory, concept development, a multi-city photo shoot capturing the portfolio of people and properties, and extensive copy conveying accomplishments of a group of inspired individuals. Credits: Client: The Related Companies - www.related.com Brand Strategists/Designers: Point One Percent - www.point-one-percent.com Creative Director: Alexander Duckworth Lead Designer: Katie Mager Account Manager: Kelly Couto Account Director: Sarah O'Connor [back] |
