PCH Property Partners | Brand Foundation
I led the brand and website development for a Brooklyn-based real estate consultancy offering free advice to help local owners struggling with the costs of property ownership.
Naming
The client knew he wanted to use his father’s initial’s. I tacked them onto a basic structure that sounded helpful and friendly to arrive at “PCH Property Partners” then developed three taglines options.
Building Brooklyn Since ‘60
Subtext: Heritage, trust, legacy, story – we’ve been invested in this place for a long time
For Strong, Profitable Places
Subtext: Aspirational, community-centric, direct value proposition, anthemic
Stronger Blocks. Together.
Subtext: Communal, collaborative, abundant, a philosophy and a directive
Option three was the winner!
Logo Options
I sent the designer the photography from the client and described the spirit of the brand as “a real estate consultancy in Brooklyn that empowers residents by connecting them with benefit programs” He came up with these logo options.
The final option was the winner!
Website Design
I generated an information architecture that would serve three main objectives:
Introduce the brand to build trust
Generate and capture leads
Educate potential clients
To support success, I placed lead capture forms as an easy "out” in content sections describing tedious regulations, optimized for organic search with local references and program names in key content areas, and leveraged authentic photography and relatable language to bring the brand’s real Brooklyn roots to life. My favorite flourish is the message hidden in the menu bar!
You can see the site in action at pchpartners.org
Promotional Postcards
We developed two postcards for target zip codes.
An alternate version.
