Services Identity Design, Brand Strategy, Visual Identity System
City Commercial Real Estate City Commercial Real Estate, a small but agile commercial real estate firm in Southeastern Wisconsin, needed to compete against well-established national firms for high-value commercial property deals. Despite their deep local market knowledge and personalized service, they were losing opportunities to larger competitors with more polished brand presentations.
The Goal: Position City Commercial Real Estate as the premier choice for commercial real estate services in Southeastern Wisconsin by leveraging their local expertise while projecting the professional credibility needed to compete with national firms.
The Challenge: Create a brand identity that would:
Compete visually with national real estate firms' polished presentations
Emphasize local advantage without appearing small or limited
Build trust with corporate clients and property investors
Reflect urban sophistication while maintaining accessibility
Brand Strategy: Local Roots, National Caliber
Market Positioning: I positioned City Commercial Real Estate as the local firm that delivers national-level expertise with the personal attention and market knowledge that only comes from deep community roots.
Competitive Advantage: While national firms offer standardized services, City Commercial Real Estate provides:
Intimate market knowledge of Southeastern Wisconsin commercial landscapes
Personal relationships with local developers, investors, and business owners
Agile decision-making without corporate bureaucracy
Commitment to community that extends beyond individual transactions
Visual Identity Solution
Logo Design: Simple Yet Dynamic
Design Philosophy: The logo needed to communicate both stability and movement—reflecting the firm's established local presence while suggesting growth and forward momentum in the commercial real estate market.
Urban Environment Integration: The logo design subtly hints at urban architecture and city skylines, creating immediate association with commercial real estate while remaining clean and sophisticated enough for high-level business presentations.
Scalability: Designed to work effectively across all applications—from business cards to large-scale signage to digital presentations—ensuring consistent brand presence regardless of context.
Brand Differentiation: The distinctive color palette immediately differentiated City Commercial Real Estate from competitors, making their materials instantly recognizable in presentations and marketing communications.
The Result
City Commercial Real Estate's new brand identity transformed their market presence from a small local firm to a sophisticated, competitive player in the Southeastern Wisconsin commercial real estate market. The brand successfully leveraged their local expertise while projecting the professional credibility needed to compete with national firms, positioning them for continued growth and market leadership.