BRAND STRATEGY AND VISUAL IDENTIFY HELP MODERNIZE A LEADING PROPERTY MANAGEMENT COMPANY
The Andrews Organization
Objective
Rebrand and refine positioning for a premier NYC residential property management company to better represent their sophisticated clientele, extensive services, and high-touch property management provided to owners and residents of nearly 400 residential buildings across five boroughs of the city.
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Instruments of Creativity
Logo design
Messaging
Brand Guidelines
Website
Signage & collateral
001
Creating an edge
Refining a revered brand
Though an extensive brand identity exploration project, KingFish created a wide variety of concepts for TAO. The final logo was a modified version of their “A” that highlighted a new navy and gold palette with a modern stylized “A”.
EXPLORATION
We explored a myriad of symbols and variations that could represent the spirit of the organization. The consensus was not to move towards an entirely new marque, but to evolve the equity present in their previous mark.
SIGNAGE
We extended the brand across various touchpoints, including signage. We created a more sophisticated visual language that's scalable, clean and recognizable in a crowded NYC marketplace.
BRAND GUIDELINES
A comprehensive brand guidelines document was created to ensure consistent usage across all channels. We outlined tone of voice, use of photography, color, typography and more.
002
Clean and engaging design
The sites pages feature original photography of TAO managed buildings and their team. Subtle design elements are included to engage site views as pictures change from black and white to color as users hover over them. The purposeful use of the navy and gold accents helps to reinforce the high-end nature of the company’s properties, projects, and services.
CLIENT PORTAL
A client portal was also designed to facilitate communication between The Andrews Organization and their various stakeholders.
The Andrews Organization - B2B / Real Estate
The Andrews Organization - Brand Identity, Website, and Signage
Questions about how KingFish + Partners approached this engagement - and what the work means for organizations in similar situations.
What brand work did KingFish + Partners do for The Andrews Organization?
The Andrews Organization is a premier NYC residential property management company managing nearly 400 buildings across all five boroughs. KingFish + Partners led a comprehensive brand repositioning and identity refresh - developing new logo concepts through an extensive exploration process, arriving at a modernized letter A in a refined navy and gold palette. The engagement covered brand guidelines, website design featuring original photography of TAO-managed buildings and team, and signage system design. The brief was to better represent the sophisticated clientele, extensive service range, and high-touch property management that define The Andrews Organization.
How do you rebrand a B2B real estate or property management company?
Rebranding a B2B real estate organization requires understanding the credibility signals that matter to its primary audience. For a property management company serving building owners and residents of premium residential properties, the brand needs to project professionalism, sophistication, and attention to detail. KingFish + Partners explored a wide range of identity directions for The Andrews Organization before arriving at a solution that evolved the existing mark - preserving equity built into the A symbol while modernizing with clean geometric forms, elegant wide-kerned serif typography, and a refined color palette appropriate to the premium market segment.
What does brand guidelines documentation cover for a real estate company?
Brand guidelines for a property management company document all elements needed for consistent execution across physical and digital touchpoints: logo usage rules and clear space, primary and secondary color systems, typography with usage specifications, photography style direction for buildings and team, tone of voice guidance, and application examples across business cards, signage, marketing materials, and digital channels. For The Andrews Organization, the guidelines were designed to give internal teams and external vendors clarity for consistent brand representation across nearly 400 buildings.
How does a website redesign support a property management company's business development?
A property management company website serves building owners evaluating management partners and current residents looking for property information. Effective design must project the professionalism attracting new building owners while being practically useful for existing residents. For The Andrews Organization, KingFish + Partners designed a site around original photography of managed properties and team members - creating an authentic impression that stock imagery cannot replicate.
Has KingFish + Partners done brand or website work for other B2B service organizations?
Yes. In addition to The Andrews Organization, brand and website work includes Ascot Group rebrand and website in specialty insurance, CSI messaging and website redesign in fintech and regtech, HouseWorks brand identity in home health care, and Salem Waterfront Hotel repositioning and website. Contact us at kingfishmedia.com/contact to discuss your brand or marketing needs.
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