Situation
After more than 30 years of operating as an affiliated global network of businesses, Colliers International made the decision to improve its customer perception and reposition its brand in a more competitive manner. This moved the organization from a distributed, transaction-oriented network to a globally integrated real estate services firm all contained in one universal brand.
Task
The new Colliers International brand was to launch across five global regions. This new brand included: a visual identity system, extensive marketing templates for localization, corporate collateral, corporate and local advertising, signage, and a global online site.
The brand would tell a compelling story that would reinforce its commitment to “the spirit of enterprise," while motivating its global and diverse team of employees to become brand champions. This was an opportunity to allow Colliers International to stand out from a similarly branded crowd of competitors in the real estate services arena.
Action
Expanded the new brand by art directing a creative team (three designers and developers) in the creation of over 160 marketing print and digital communications, ads, templates, and assets for localization and distributed design materials to global markets. Led global brand compliance and created brand education and evangelization as well as writing and launching multiple brand guides.
Results
This work became a comprehensive new global brand for Colliers International in 480 offices in 61 countries worldwide—a company with almost US $2 billion in annual revenue. This formerly dated brand was recreated in a modern and innovative look—cutting edge for a conservative industry. The complete redesign contributed to repositioning Colliers as the leader in global real estate services, propelling it into the number two brand position for its category, from a number five position just a few years earlier. The overall global re-brand was a key driver in positively influencing mergers and acquisitions, reflected in an impressive 2010 49% global growth.
Role
Global Brand Manager
Collaborators
Key Global Executives, Senior Designer, Designer, Junior Designer, Frontend Developer, Copywriter, Printers, Photographer
