Carmel Partners is a multi-family real estate firm that has been part of the urban landscape of many of the West Coast’s cities for 20 years. Not a company to rest on its laurels, they decided to evolve their business model, and aggressively expand into some of the most competitive real estate markets in the U.S.
As they looked to stand out to these new audiences, they needed to update how they presented themselves and told their story. By conducting several executive and customer interviews, we revealed a unique operating philosophy that uniquely enabled them to create value and satisfy their customers.
The visual identity retains some of the equity from the previous system, but featured an iconic C that embodies the rigor and creativity they employ in every facet of their business. This iconic symbol inspired a dynamic identity system and communications that were launched on a redesigned website and a completely renovated San Francisco headquarters.
Following the development of the new system, Addis joined their Marketing team on a company-wide tour of their offices. The purpose was to develop employee brand instinct by sharing and having them internalize the strategy that continues to fuel the firm’s successful evolution.