A Very Biased Brand
Cresa-Partners CASE
Background
In 1993, CresaPartners was formed to give tenants a true real estate advocate and partner, creating a shift in the balance of power in the industry. Today, operating in more than 125 offices worldwide, they are largest pure tenant representation firm in North America.
Challenge
Creatively and strategically, CresaPartners needed a consistent and relevant appeal that not only worked in the U.S., but also across Canada and Europe. Intensifying this challenge was a marketplace filled with mistrust about motivations. Many companies claimed to align with tenants, but acted quite differently. Only CresaPartners was able honestly claim that they are “The Tenant’s Advantage.”
Solution
Protobrand took a page from the playbook of JetBlue, developing for CresaPartners the industry’s first “Tenant’s Bill of Rights,” a bold declaration about what clients can and should expect from their real estate advisor. In support of these rights, Protobrand created a new look and feel, advertising campaign, and collateral system based on a “right angle” concept, which was both metaphorically appropriate and visually engaging. The "Tenant’s Bill of Rights" concept was promoted with a global advertising campaign that broke through the typical real estate cliché of visuals showing men in suits shaking hands in front of buildings.
Background
In 1993, CresaPartners was formed to give tenants a true real estate advocate and partner, creating a shift in the balance of power in the industry. Today, operating in more than 125 offices worldwide, they are largest pure tenant representation firm in North America.
Challenge
Creatively and strategically, CresaPartners needed a consistent and relevant appeal that not only worked in the U.S., but also across Canada and Europe. Intensifying this challenge was a marketplace filled with mistrust about motivations. Many companies claimed to align with tenants, but acted quite differently. Only CresaPartners was able honestly claim that they are “The Tenant’s Advantage.”
Solution
Protobrand took a page from the playbook of JetBlue, developing for CresaPartners the industry’s first “Tenant’s Bill of Rights,” a bold declaration about what clients can and should expect from their real estate advisor. In support of these rights, Protobrand created a new look and feel, advertising campaign, and collateral system based on a “right angle” concept, which was both metaphorically appropriate and visually engaging. The "Tenant’s Bill of Rights" concept was promoted with a global advertising campaign that broke through the typical real estate cliché of visuals showing men in suits shaking hands in front of buildings.
