What’s in a name? For Commercial Property Group — at least in terms of brand recognition and search results — the answer, unfortunately, was not much. Armed with the task of increasing the brand’s visibility in the market (without destroying their already-established brand credibility), we proposed that Commercial Property Group rebrand as CPG, with a modernised brand insignia, a more clearly-defined brand palette, and a strict style guide that determines the brand’s application across a plethora of print and digital material. The result is a decisively more clear and consistent brand, wider market recognition and a streamlined production process for the company’s many assets.
The goal of a rebrand is very rarely the ground-up creation of a new brand for our clients. Rather, the goal is to leverage the client’s existing credibility while updating their visual and verbal tone to be at the forefront of today’s market. It’s a balancing act; it entails considering the memory of existing clientelle alongside the expectations of new clients and customers.
Once we had the new brand style guide in place, we set about rolling out brand new stationery and large-format branded items for CPG. This included business cards, pull-up banners, and branded A4 printed folders and inserts.
Bold and minimal in style, the new collateral devised for CPG speaks to their unique market position: fresh and modern; clear and confident.
As the final piece of the rebranding package, we utilised the real estate CRM and marketing platform PropertyBase to overhaul CPG’s slightly outdated website, offering the company’s clients and website visitors an improved experience aimed toward streamlined format and functionality, underscored by distinctive brand presence.