We helped this “California-cool” real estate research pioneer build out a new brand platform and identity to help them take their perspective global.

Situation

Founded in 1985, Green Street Advisors was the pioneer research firm concentrating on Real Estate Investment Trusts (REITs) and other publicly traded real estate securities. The unmatched depth and quality of Green Street’s perspective on US markets and the objectivity of their analysis and insights made them the dominant and influential voice in the REIT industry.

With a confidant, “California-cool” point of view, Green Street had a great reputation and an impressive track record. But with ambitions to expand globally in response to client demands for in-depth research outside the US, Green Street realized it was time to define a corporate brand that looked to the future as much as it built on its past performance, and update their passive visual identity and client communications.

Solution

CoreBrand engaged key internal and customer stake-holders in a brand-building process that gave us the 360-degree perspective on vision and values we needed to get consensus behind a brand platform that emphasized how clients rely on Green Street’s expertise to make superior choices — Enabling better decisions through better research.

Our design team captured the brand promise and personality in a new logo and design system that evokes precision and accuracy coupled with enterprising drive.

Green Street’s e-mail reports and subscriber-access online portal are how they deliver their valuable research and analysis to clients, and our redesign had to be more than skin deep. Working in collaboration with Green Street’s analysts and IT group, we revisited the architecture, navigation and format for the research portal and electronic report templates, making it easier to find, view and compare different kinds of information.