Archstone Capital Partners
Creating a new brand strategy and identity for a vertically-integrated multifamily real estate firm
Topiary Services
Brand Design & Strategy
Competitive Brand Research
Website Design
Custom Illustration
Logo Design
New Brand Development
Industry / Vertical
Real Estate
Corporate
The Brief
Arsenal Capital Partners had reached an inflection point in late 2021 - started in 2015, the company had grown rapidly over the years, and had recently completed acqui-hires of its construction and property management vendors. Looking for ways to communicate the impact of the business changes to its stakeholders, Arsenal engaged us to name, brand, and develop a visual identity for the newly integrated firm.
Our Work
We spent time with the team to uncover brand characteristics that were important to the firm's culture, and we led brand strategy sessions to define the long-term vision, values, and growth goals for the company. Using this information, we created several brand-inspired company names and visual identity moodboards to inform the selection. Once "Archstone" was identified as the frontrunner, we crafted a logo and wordmark to support the brand story, and began delivering the key elements of the new entity launch.
