Cassidy Turley officially launched its new brand, national identity, advertising campaign and website today. The launch of the new brand is significant in communicating the company’s comprehensive and enhanced business strategy.
“As one of the nation’s largest commercial real estate services providers, the Cassidy Turley brand reflects broadened capabilities to service our valued clients nationally,” said Mark E. Burkhart, CEO of Cassidy Turley. “By expanding our service offerings, we broaden our business, increase our national geographic footprint and enhance our service delivery.”
Components of the new Cassidy Turley brand include brand positioning, a new logo and visual identity for all communications, and a new national advertising campaign.
The development of the company’s brand positioning was guided by a number of findings from interviews with senior leaders and both clients and prospects.
“We wanted to be certain that the positioning fully encompassed the different legacy firms that comprise Cassidy Turley,” said Joseph Stettinius, Jr., President of Cassidy Turley. “It had to be broad enough to capture the collective strengths of the four founding firms and to serve the future vision of the newly integrated company.”
Research revealed the strengths that were shared by the legacy firms, which included:
- Deep knowledge of their respective local markets due to a long-term presence and involvement with local individuals and businesses
- The ability to bring a world-class level of resources and capabilities to any assignment
- Strong commitment to serving clients
- A reputation for having very capable, personable and likeable people who are experts in their specialties
“Our brand positioning emphasizes a client-centric approach that is based on a desire to enhance relationships and to draw on deep connections in local markets,” added Mr. Stettinius. “It promises the delivery of solutions that are integrated—both services and skill sets—and tailored to the clients’ unique needs. It affirms that we have a passion for helping our clients and our own people succeed, year-after-year, project-after-project. We are in it for the long-term.”
“The new positioning resonates with our clients and prospects because it is very personable and matches their beliefs that commercial real estate is very much a people-driven and results-oriented business,” commented John Fleury, COO of Cassidy Turley.
Cassidy Turley hired Interbrand, a global brand consultancy and author of the annual ranking of the “Best Global Brands,” published by Bloomberg BusinessWeek, to create the new logo and visual identity.
Formed by using two names from Cassidy Turley’s rich history, the logotype is the company’s new name. The logo, an Edge graphic symbol which appears in bright green, is a proprietary graphic element found throughout all of Cassidy Turley’s communications - from business cards, collateral and leasing signage - to the company’s new website and advertising.
“The Edge graphic symbolizes the edge that Cassidy Turley provides to our clients by combining our deep connections to our clients, community and industry with the customized solutions we provide - the Cassidy Turley logo is the emblem for our company and the heart of our visual identity,” added Mr. Fleury.
To create awareness of Cassidy Turley as a national commercial real estate services company, the firm formally launched a national and local market print and online advertising campaign today. Generating 50 million impressions, this ad will run through the end of the year in The Wall Street Journal and in industry publications such as Real Estate Forum, National Real Estate Investor, Real Estate Finance and Investment and in local market Business Journals. Online advertising in The Wall Street Journal digital edition and GlobeSt.com will direct readers to the new Cassidy Turley website www.cassidyturley.com.
The company’s new website is organized around services provided to its investor and owner/occupier clients and prospects and promotes its industry-leading property management, corporate services and capital markets platforms.
About Cassidy Turley
Cassidy Turley is one of the largest commercial real estate services providers in the U.S., with 420 million square feet of managed space in 57 locations and $16 billion in completed transactions for 2008. The firms comprising Cassidy Turley include Cassidy & Pinkard Colliers in Washington, DC, Colliers Turley Martin Tucker in the Midwest, Colliers ABR in New York City and Colliers Pinkard in Baltimore, Charlotte and Raleigh, along with the addition of BT Commercial and CPS in Northern California (formerly affiliated with NAI and CORFAC, respectively), BRE Commercial in Southern California and Phoenix (both formerly affiliated with Grubb & Ellis) and Colliers Houston & Co. of New Jersey. Collectively, the Cassidy Turley firms have over 360 shareholders. Through its team of experienced service professionals, Cassidy Turley focuses on the needs of its clients, offering end-to-end services delivered across a full spectrum of commercial real estate including Capital Markets, Corporate Services (which supports more than 22,000 locations), Landlord and Tenant Representation and Property and Project Management. The firm also offers specialty services and industry focused practice groups as well as first class market research. In addition, Cassidy Turley is a leader in assisting clients to create more sustainable workplace environments.