The Brewery and Leading National Real Estate Advisory Firm Launch Comprehensive Branding Initiative

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Most firms consider exceptional performance and steady growth the ultimate goal in business. But RCS Real Estate Advisors isn't just any firm. When the company sought help in keeping the market up-to-date on their growing range of value-adding services, they turned to The Brewery, New York. And working in close partnership with the international brand identity design firm, RCS Real Estate Advisors has launched a comprehensive new approach to presenting its brand to clients across the United States.

Most firms consider exceptional performance and steady growth the ultimate goal in business. But RCS Real Estate Advisors isn't just any firm.

When the company sought help in keeping the market up-to-date on their growing range of value-adding services, they turned to The Brewery, New York. And working in close partnership with the international brand identity design firm, RCS Real Estate Advisors has launched a comprehensive new approach to presenting its brand to clients across the United States.

"RCS Real Estate Advisors faced a number of challenges most companies would love to have," according to Helen Keyes, president and head of brand identity at The Brewery's New York office. "Their unique mix of real estate expertise and understanding of the retail industry has enabled them to grow and expand the range of things they can do to help their clients get more out of their retail real estate assets. Our job was to help them communicate that bigger offering to the marketplace - to unlock more of the power and potential of their own brand. And we're both very pleased with the results."

Working together over several months, the two firms successfully completed a lengthy checklist of branding tasks, starting with a new company name.

"We used to be known as Retail Consulting Services (RCS)," explained Mitch Friedman, senior vice president and director of business development for the firm. "That simply didn't represent or capture what we have become over the past few years. We needed to make it easier for people to see exactly who we are and what we offer¬ - namely, a wide range of expertise in retail real estate, delivered through a consultative, partnership-based approach to our work. We're focused on finding more value within each client's real estate assets. We're advisors to our clients, not just service providers. The new name is a big first step in helping the market see that difference in us."

To add to the new name, The Brewery also led the development of a supporting signature line: "Innovative Solutions for the Retail Industry."

With the new name and signature line as a cornerstone of the brand program, The Brewery guided the development of the communications/message platform behind the RCS Real Estate Advisors name - an integrated set of key messages to capture the firm's unique offering to clients.

"The central idea we needed to capture was the unique ability to help clients do more with their retail real estate than merely cut costs," said Keyes. "As advisors, the professional team at RCS Real Estate Advisors can apply intimate knowledge of the retail industry and extensive real estate experience to build the right portfolio of high-performing assets. They can solve challenges and help identify and capture opportunities using real estate strategies to enhance the bottom line. In short, they unlock more of the potential within retail real estate."

To signal the brand developments to the marketplace, The Brewery developed a completely new, modern look for the company. The contemporary brand design provides a new presentation of the company name and company signature, as well a consistent look and feel for all company communications.

"Our new visual system really captures who we are," said Friedman. "It's straightforward and direct. It's modern and appealing. It invites attention and says you are dealing with confident, capable professionals. We're all very excited about it."

The new visual system has been created for the company collateral system, website and advertising campaign which has just launched in the industry press. "These are basic brand tools," Donna Hadfield, creative director of The Brewery, New York noted. "They are essential to sending an integrated set of messages about the brand in a consistent look and feel. By doing that, RCS Real Estate Advisors is taking a major step toward building better recognition and appreciation of the brand among wider and wider circles of potential clients."

"The active, close involvement of The Brewery has been key to the success of the branding effort," Friedman noted. "Helen and her team have been with us every step of the way," he said. "They led us through all the steps we needed to take, from asking the right questions about our brand to making the right decisions about what we were going to do. They brought our thinking to life through an amazing combination of beautiful design and practical actions - a mix of insightful strategic guidance backed by superb tactical execution. We couldn't be happier, and we look forward to a lasting relationship with the Brewery."

About The Brewery
The Brewery is an independent brand consultancy founded on the passionate conviction that smart design is a powerful business asset. We work with smart entrepreneurs, growing companies and global brands, helping them win customers, increase the value of their brands, motivate their teams, design better products, selling more goods and services. And we pride ourselves on our creative thinking, award winning designs and our long-term relationships with our clients.

Helen Keyes, President, The Brewery, New York
T: + 1 212 905 3036
Email: helen.keyes @ thebrewerydesign.com

The Brewery
95 Morton Street, Ground Floor
New York, NY 10014
USA
http://www.thebrewerydesign.com

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The Brewery
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