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.
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