Services Identity Design, Brand Strategy, Visual Identity System

When City Commercial Real Estate came to me, they had a frustrating problem that many small firms face. They knew the Southeastern Wisconsin market inside and out, offered incredibly personalized service, and could make decisions quickly without corporate red tape. But they kept losing deals to big national firms who simply looked more polished in presentations.

The solution wasn't to make them look like another corporate giant—it was to flip the script entirely. I positioned them as "Local Roots, National Caliber," highlighting exactly what made them different: intimate market knowledge, personal relationships with local developers, and the agility to move fast when opportunities arose.

The visual identity needed to walk a fine line—sophisticated enough to compete in high-stakes presentations, but approachable enough to reflect their personal touch. I created a logo that subtly referenced urban architecture and city skylines, giving immediate commercial real estate associations while staying clean and professional. The distinctive color palette made their materials instantly recognizable and set them apart from the sea of generic competitors.

What I loved about this project was how we turned their "small firm" status into a competitive advantage. Instead of trying to hide their size, we celebrated the benefits it brought—deeper community connections, faster decision-making, and genuine commitment to local success.

The result: Within 18 months, City Commercial Real Estate landed three major deals they previously may have lost to national competitors, including a $12 million mixed-use development project where their local relationships and market expertise were the deciding factors. The brand identity has proven its staying power—they've been successfully building their business with this same visual system for over a decade now.