With over $2.0 billion in assets and more than 20,000 units under management, The Habitat Company is one of the nation’s largest multi-family property developers and managers.

Since their founding in 1971, the real estate and rental markets have changed yet their identity had not evolved much. UpShift was brought in to polish their identity and find new, innovative ways to connect with today’s renters.

Depsite research that pointed toward the need for change, Habitat chose to keep their dated and complicated logo that was designed in the 1970s and made them look like a dated, out-of-touch company. So we knew we had our work cut out for us when it came to the other branded elements.

We balanced the authoritarian dark blue color with an inviting light blue tone, and combined that with a fresh, friendly typeface. Secondly, we branded their unique online apartment-finding tools under a name we created, “habitat@home.” Lastly, we cleaned up print and online communications to speak clearly and differentiate The Habitat Company’s many products and services.

The new marketing communications we built have been well received by both property managers and prospective tenants alike. The website presents a polished and professional brand image for Habitat that works for both business partners and consumer groups. It provides simple page design and a smart navigation to accomodate those two disctinct user groups.

Recognizing the importance of branding in today’s rental market, additional property-specific communications have been designed by UpShift and rolled out for many of their properties..

Industry

• real estate
• rental apartments

Deliverables

• brand identity update
• web site design
• collateral design
• branding for apt buildings

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