A new identity for Capital Rivers Commercial, built to match the professional, established firm it had grown into, and rolled out across four divisions and every channel.
The problem
One clean, scalable identity that unites four divisions, works across every channel, and launches company-wide in about three months.
I led the rebrand from start to finish: positioning with the CEO and COO, directing the new logo, building the visual system and guidelines, and project managing the full rollout.
Pitch 1
I started with a competitive analysis of commercial real estate firms across our markets to see how peers presented themselves and where Capital Rivers could stand apart. Then I worked with our CEO and COO to define the positioning: confident, timeless, and professional, a firm clients could trust for the long haul.
That positioning became the filter for every visual decision that followed.
Pitch 2
I directed our graphic designer on a new logo that is cleaner, more refined, and far more scalable than the old one, then built the rest of the visual system around it: a Heritage Blue and Cognac Brown palette with supporting river tones, Crimson Text and Figtree for type, a water texture that ties back to the company name, and a branded treatment for hero photography.
The logo works as a primary stacked version, a horizontal version for tight spaces, and a standalone mark for profile images, favicons, and merchandise.
Pitch 3
To keep the brand consistent long after launch, I created a brand guidelines document covering the logo system, clear space and minimum sizes, misuse, placement over photography, imagery, color combinations, typography, and property signage. Alongside it, I set up a brand asset library with every approved logo file and resource.
Pitch 4
Capital Rivers runs four divisions: Brokerage, Development, Asset Management, and Economic Development Advisory. I brought all four under the one brand, including folding the former Capital Rivers Connect into the main identity as Economic Development Advisory, so clients see one company instead of four separate looks.
Pitch 5
With only about three months to roll out, I built a Gantt chart that mapped every deliverable and its dependencies, then managed the work against it to stay on schedule. We rebuilt templates for every channel: business cards, email signatures and stationery, property brochures, offering memorandums and signage, Mailchimp emails and the Capital Rivers Current newsletter, quarterly market reports, social media, events, and apparel.
I also coordinated with brokers to move their existing materials over and with outside vendors on the new standards.
Logo system, color, typography, graphic elements, photography standards, guidelines, and asset library
Business cards, email signatures, letterhead, stationery, and presentation templates
Brochures, offering memorandums, flyers, broker opinions of value, listing presentations, and signage
Website, social profiles and banners, Google Business Profiles, and YouTube
Mailchimp templates, availability emails, the Current newsletter, and quarterly market reports
Trade show and event materials, banners, polos, and hats
Onboarding materials, broker updates, vendor coordination, and a new marketing request form
Get in touch about a new brand, an upcoming campaign, or a role on your team. Tell me what you’re building.