Key Details
- INDUSTRY
- Commercial Real Estate
- SERVICES
- Internal Research
- Customer Research
- Brand Audit
- Brand Strategy
- Naming
- Brand Identity
- Corporate Stationery
- Marketing Collateral
- Website Design
- Copywriting
- Video & Photography
- BRAND ROLLOUT
- 2018
The Opportunity
A commercial real estate firm on the fast track to growth, the Heritage Group found that it had outpaced its old brand. To continue its growth while providing institutional-caliber solutions with the personal touch of a regional company, the brand needed to redefine itself for the next chapter of its existence. Heritage approached Ignyte with the goal of better understanding stakeholder needs and perceptions so that it could authentically reposition and boldly differentiate its brand.
Brand Strategy
In-depth competitive research revealed that the company’s strengths revolved around deep industry knowledge and a reputation as a trusted advisor. After a series of hands-on positioning workshops designed to achieve alignment amongst key internal stakeholders, a brand framework emerged that was founded on value propositions including integrity, partnership, and local knowledge. The big idea “Driven by Integrity” was inspired by the company’s commitment to doing what is right (even when no one is looking).
Stakeholders
5
Customer Interviews
15
Competitive Audits
5
Audience Personas
4
Naming
After a careful analysis of the brand’s current name within the competitive landscape, Ignyte strongly recommended a name change. The concept of “heritage” was rooted in the past and not very differentiating—many other brands had the word in their name. The renaming process included in-depth research to uncover opportunities for differentiation and inspiration. After multiple rounds of refinements, the Intersection concept was hit upon. The name evokes the coming together of both ideas and commercial streets. It was unique for the space and conceptually intriguing.
Brand Identity
Intersection’s visual identity was designed to boldly evoke the brand’s positioning and personality. The vertical lines are a metaphor for growth, diversity, and commercial buildings themselves. The intersection of two colors represents meeting of minds, ideas or efforts. The logo’s primary blue conveys trust, integrity and logic, while its turquoise evokes transparency, inspiration and responsiveness.
Corporate Stationery
The Intersection stationery system is a smart and professional embodiment of the brand’s visual identity. Business cards feature the full-color logo and branded typeface on their front and a blue flood on their back with reversed logo mark and text. This simple blue flood with reversed logo mark is continued on envelope flaps, complementing the crisp, clean layout of the system’s other pieces.
Marketing Collateral
Collateral comprised a cohesive collection of brochures, presentations, one-sheets, and templates designed to equip the sales and marketing teams with the assets they needed for optimal brand activation. Assets evoke Intersection’s brand personality attributes (trustworthy, driven, wise and approachable) and incorporate branded fonts, photographic treatments, iconography, and layout. Central to the collateral is a pitch deck for the company’s investment fund. Dozens of hours were spent crafting the narrative and layout of this critical sales tool.
Website Design
The Intersection website is a bold showcase of a brand built on integrity and partnership. The experience begins with a full-page video of the iconic landscapes in which the brand operates. Engaging imagery throughout the site is infused with the brand’s signature blue tone, for a cohesive, compelling brand experience. Available properties are showcased via vibrant photography and individual modals that provide basic property details along with the ability to download overviews with extended information. A blog page titled Insights enables the company to confidently position itself as an industry leader with thought leadership articles on a range of topical issues.
Responsive Website
Intersection’s target audiences include senior level staff at brokerage, investment, and property management firms. Because these personas are often on-site or otherwise on the go, the brand’s website needed to offer an engaging and cohesive experience regardless of device. Designed from a mobile-first perspective, the resultant site is fully responsive, with seamless performance on desktop and mobile alike.
Copywriting
Articulate and engaging copywriting is a central component of the Intersection brand experience. Throughout the website and marketing collateral, the brand voice was crafted to evoke a personality that is trustworthy, driven, wise, and approachable. Copy conveys value propositions including integrity, partnership and local knowledge, as well as complex real estate concepts, in a tone that is personal yet professional.
Driven by Integrity
The value of commercial real estate can’t be measured in dollars and cents alone. Beyond its investment potential, it has the power to shape communities in profoundly positive ways. Getting the most out of commercial real estate, however, requires vision and guidance you can trust. At Intersection, that’s what we provide. We’re driven by the knowledge that the value of our services ultimately boils down to trust. We’re driven to enrich the lives of those we serve and enhance the communities where we live and work. And on every front—from brokerage to investments to property management—we’re driven to do what is right (even when no one is looking). At Intersection, we are Driven by Integrity.Video & Photography
Ignyte provided photography and video editing services for a range of Intersection touchpoints. Authentic original photography captured the Intersection team in a series of candid workplace and culture shots. Carefully curated stock imagery is woven throughout to complete the brand narrative. A captivating full-page video was created from stock footage to evoke the unique California landscape in which the brand operates. Images and video alike were consistently processed with a branded matte treatment subtly infused with the company’s signature blue tone.
