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Cassidy Turley 2011 REBRAND 100 > merit

Enterprise Rebrand
Country Base: USA
Industry/Sector: Real Estate, Business and Professional Services
Below: Before and After Images in Slide Show, Summary, Credits


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Summary:

Industry Setting
In 2009, four commercial real estate firms merged to create Cassidy Turley. Serving much of the east coast and Midwest under the Colliers brand, these firms merged to form Cassidy Turley. In early 2010, firms from New Jersey, San Diego, San Francisco, Phoenix, Denver and Louisville joined Cassidy Turley.

Challenge
While under the Colliers brand, the individual firms had each developed unique visual system elements, and each subsequent market that joined had either its own brand, or followed the former guidelines of its former national brand. The new visual system needed to unite the firms under one common look and feel.

Strategy
The company was named Cassidy Turley, formed from two names from the company's rich history. The bright green ‘edge’ mark, symbolizes the edge that Cassidy Turley provides to their clients by combining their deep connections to their clients, community and industry with the customized solutions they provide.

In addition, we gave Cassidy Turley a smart, sophisticated system that elevates them above the competition. The ‘edge’ graphic, green and grey color system, use of clear space, and refined typography carry across all communications. A refreshing break in a category known for clutter.

Result
Cassidy Turley launched the new brand in early 2010 and the industry is taking notice. Industry sources are ranking Cassidy Turley among the elite leaders and more local firms continue to join.


Credits:

Client: Cassidy Turley - www.cassidyturley.com

Brand Strategists/Designers: Interbrand - www.interbrand.com
Strategy: Patrice Cavanaugh
Creative Director: Kurt Munger
Designers: Sylvia Vaquer, Alan Lum


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