Intelligent Investment
Building Brands for the Built World
In the ever-evolving landscape of commercial real estate, branding has emerged as a crucial element to differentiate your property in the market and help ensure your building makes the tour list. To explore the creative process of developing compelling property brands, we gathered industry experts from CBRE Calibre Creative Group, Courtney Macca, Josh Seaton, and Thomas Goodwin for a panel discussion. Courtney, Josh, and Thomas have nearly 30 years of combined experience in commercial real estate marketing at CBRE, and their insights reveal the intricate process of conceptualizing a brand and the importance of understanding a building's unique story.
Laying the Foundation
What initial steps do you take when conceptualizing a brand for a building?
Josh Seaton: The kickoff call is paramount. It helps us gather the background story of the building and identify its differentiators compared to surrounding properties. We assess available assets like photography to help shape the visual narrative.
Courtney Macca: I echo that. I always ask about the leasing strategy and the target tenants. Zooming in on those details helps me determine how to approach the design—the photography, the textures, the typefaces. In addition, understanding ownership's vision and market competition is key in framing our overall approach.
Thomas Goodwin: Absolutely. That initial discovery phase is vital. I like to distill the cultural and emotional context of the building into one actionable word, which serves as a launchpad for visual systems.
When you try to appeal to everyone, you appeal to no one. A unique voice is essential to stand out amidst the saturation of office buildings.
Let’s dive further into the audience. How do you overcome wanting to market and appeal to every tenant?
Courtney Macca: We actively discourage that mindset. When you try to appeal to everyone, you appeal to no one. A unique voice is essential to stand out amidst the saturation of office buildings.
Key Elements of a Brand
Beyond audience context, what are the key components in developing a brand?
Josh Seaton: For me, it’s about understanding what sets the building apart. Differentiators like amenities and historical significance can play a significant role in defining the narrative.
Courtney Macca: It’s also about landing on a single-minded proposition. What do we want everyone to remember about the building? That singular idea should stick in their minds.The Location’s Influence
How does location impact brand identity?
Thomas Goodwin: Location is hugely important. It shapes design choices and can dictate the emotional context we want to create. Understanding local design landscapes and historical implications can guide branding direction. With Southeast Financial Center, I worked with the words “Rise” and “Elevate”—it was once the tallest building in all of Miami, which led to the step up motif. It also sits in the heart of Miami, where buildings all have these vibrant color palettes and nods to Brickell and Wynwood. We needed to be able to differentiate it from the competitive set.
Josh Seaton: I agree—location can be a key differentiator. It informs the property’s feel, amenities, and overall story we want to convey.
Inspiration and Design Process
Can you elaborate on your design processes?
Courtney Macca: I start by creating a word map based on key concepts. From there, I explore imagery and motifs that align with the building’s narrative. Mood boards help set the tone for client alignment.
Thomas Goodwin: My process is similar. I brainstorm words in a stream of consciousness and look at design trends from various industries for inspiration. Exploring outside commercial real estate can yield fresh ideas.
Where do you find inspiration?
Thomas Goodwin: I lean heavily into the historical context of the location. It’s about understanding local design trends and applying them creatively. I’ve drawn from everything from consumer brands and retail to pulling inspiration from museum branding.
Courtney Macca: Similarly, I explore adjacent industries for inspiration. Recently, we looked at boutique hotel branding to capture a unique atmosphere for a property.
Josh Seaton: My process starts with available assets. I look for inspiration in design books, online resources, and even commercials to spark creative ideas.
Typography and Color Selection
How do you approach typography and color palettes?
Josh Seaton: Typography should reflect the building's character and target audience. I also consider legibility and hierarchy, especially for content-heavy deliverables. I draw a lot of cues from the building too—the architectural details, shape of the footprint, materials used in building, as well was the interior design.
Courtney Macca: Typography is crucial for communication. It sets the tone and affects legibility, which is why I invest significant time in selecting the right typefaces. I'm a type first gal. Similar to Josh, for color palettes, I often pull cues from the building's architecture and surroundings.
Thomas Goodwin: Color is also about emotional context. I tend to analyze what others are doing in the market to ensure our palette stands out.
The Logo’s Role in Branding
What are your thoughts on the role of a logo within a brand identity?
Thomas Goodwin: I find logo design fascinating. I prefer a modular approach that allows for more flexibility across the whole brand. The brand should be recognizable across various applications, not just through a static logo.
Courtney Macca: I’ve found success in developing the logo concurrently with the brand system. This way, we ensure a cohesive identity that resonates with the overall vision.
The Future of Property Branding
How do you foresee trends in property branding evolving?
Courtney Macca: Post-pandemic, branding will focus more on experiences and connections within buildings, rather than just being vessels for businesses. The focus will be on the lifestyle aspects of the building rather than just its physical attributes.
Josh Seaton: I envision more engagement-driven branding strategies, allowing potential tenants to visualize themselves in the space. Brands will need to create immersive experiences for potential tenants.
Thomas Goodwin: Branding will become more human-centric, bridging the gap between commercial real estate and lifestyle branding. It’s about creating experiences that resonate with people.
As commercial real estate continues to adapt to changing market dynamics, the role of branding will remain pivotal. The insights shared by Courtney, Josh, and Thomas highlight the intricate balance between storytelling, audience understanding, and innovative design. As they emphasize, creating a compelling brand requires not just creativity but also a deep understanding of the property's unique narrative and context.
Let’s reimagine property marketing together.
CBRE Calibre Creative Group’s in-house team of industry leaders delivers award-winning, full-spectrum strategies that open new horizons in commercial real estate marketing.