branding + Website
After 36 years in business, Continental Realty Advisors wanted to expand its branding to reflect the growth of the company over the years. They wanted to represent that they were more than just a commercial realty investment portfolio. In fact, their name reflected just the beginning of that process. They not only invest in commercial multi-family housing, but they also develop and manage properties. It was time to evolve the company name to encompass all three aspects of the business. Continental Realty Group was formed and the task was to create branding for the new expanded group as well as the three entities: Continental Realty Assets, Continental Realty Development and Continental Communities. I worked with the company to update the branding to reflect the multiple arms of the business while still keeping all branches part of a whole. They also wanted to update their website as their primary PR piece as well as migrate to a platform that was easier to manage
To properly expand the brand of their business to reflect three entities, each branch needed its own logo. However, the concern was that they wanted to keep the branches connected to the whole of the business to preserve the integrity of a long-standing business of 36 years. I proposed a concept of a geometric terrain concept representing all of the business in a mountain range with the ability to break out the three separate entities as parts of a whole. I wanted to keep the historic roots of the business preserved by using rich colors and classic textures that would combine with the modernity of the geometric logo suite. While being big players in the commercial housing industry, the people of the company are warm and inviting. The goal was to keep the professional facade of the brand but make it approachable without losing its long standing credibility.