Through Brand Discovery, we revealed Concordia Group’s distinct impact and crafted a brand story that would connect with their ideal clientele. Upon researching the competitive landscape in their industry, we understood that many players in the market were trying to “be everything to everyone” and boast their international presence. We pinpointed a unique market position for Concordia Group as the ally of the local market, supporting the local economy.
With a clarified strategic positioning, REX formulated a robust brand strategy that would give the company a competitive edge and key messages that would address their audience’s pain points and concerns.
The strategy, documented in their Brand Compass, provides clarity and direction for Concordia Group, making the process of attracting and engaging their customers more streamlined and consistent. Their team is armed to confidently attend networking and speaking opportunities, having strategic communication points in their back pocket. Concordia Group can succinctly speak to the unique value that they bring in a way that their audience can appreciate, and integrate core messages into all marketing touch points.
Concordia Group required a new, sleek visual identity that reflected their brand positioning and personality. We wanted to:
- Visually convey their creative approach to serving their customers
- Feel professional and convey expertise
- Have a creative, original look and feel
- Appear local and welcoming as opposed to corporate
- Be relatable to the Vancouver market
Based on the strategy, we chose a refined, creative, and elegant visual direction. The direction aimed to visually convey Concordia Group’s outside the box approach to real estate by contrasting classical design elements with a contemporary bold aesthetic. By overlapping design features, we disrupt conventional layouts.