Role: Creative Director, Brand Lead
Deliverables: New corporate and community branding, brand standards guide.
A leader in the multifamily apartment industry, Cortland adopted a master brand strategy in 2017 so their 250+ communities would now bear the Cortland name instead of the individual property name. It was time to re-evaluate their old identity before rebranding all their communities.
I designed a new identity that captured the spirit of their old logo in a more modern and compelling iteration. A comprehensive brand standards guide was developed to guide the role out of the new branding. I supervised the rebranding of all elements and consumer touch points, including community signage, advertising, marketing materials, vehicles, websites, and all digital platforms. The result was a 125% increase in Cortland’s brand awareness averaged among all markets.