Reinventing Starboard CRE for the Modern Tech-based Market
With a legacy spanning over three decades, Starboard CRE, a pioneering commercial real estate brokerage firm, has consistently been at the forefront of innovation. Even before the era of widespread technology, it made groundbreaking strides: it was the first to establish an online presence with a website. Additionally, it proudly boasted the distinction of having an Asian American woman as its founder, and was among the earliest to disseminate newsletters, all well ahead of the technological curve.Now, as the digital landscape has become an integral part of business, Starboard CRE's historical prowess takes on renewed significance. As the company stands as a testament to its own history of spearheading industry advancements, my role within it is to forge a bridge between the past and the dynamic present.
Role Highlights
Conducted in-depth research and analysis of Starboard CRE's history, accomplishments, and industry expertise.
Engaged in interviews with key stakeholders, including founders, employees, and long-standing clients, to gain insights into the company's strengths and reputation.
Explored the changing market dynamics and audience preferences in the San Francisco area to identify new opportunities for growth.
Developed a brand narrative that highlights Starboard CRE's years of experience, innovative approach, and commitment to technology and client success.
The updated Starboard CRE logo accentuates its mastery, connection to the community, and progressive tech-orientation through its elegantly curved lines, nuanced grey and blue tones, impactful visual juxtaposition, and sleek modern typography. (On the right is the old logo, recognizable by its visual style reminiscent of the early to mid-1990s to early 2000s).
Guided by Design, Storytelling & Diligent Research
I was entrusted with the task of creating a brand narrative that encapsulates Starboard CRE's remarkable journey. By reviving its visual identity and aligning it with the ethos of the tech-centric San Francisco market, we aim to seamlessly connect the profound heritage with the modern, innovation-driven ecosystem. This venture includes reimagining not only the digital presence through a user-centric website but also refining the physical workspace to resonate with the aspirations of the evolving tech audience. In essence, this case study sheds light on the strategic maneuvers that have enabled Starboard CRE to uphold its legacy while embracing the digital age. The metamorphosis encompasses every facet of the firm's identity, underscoring its unswerving commitment to shaping the trajectory of commercial real estate with a fusion of heritage and contemporary ingenuity.
Role Highlights
Defined key messaging points that communicate the company's expertise, local focus, global reach, and dedication to providing cutting-edge real estate solutions.
Created copywriting and storytelling elements that convey the brand's values and connect with the target audience.
Implemented a comprehensive online engagement strategy, including search engine optimization, podcast interviews, social media campaigns, and content marketing.
Redesigned the website with a focus on user-centered (UX/UI) design principles to improve user engagement and increase average user time.
Created a comprehensive style guide that defined the usage of the brand elements across various platforms, ensuring consistency and visual impact.
Spearheaded the design and renovation of the company's new office location, incorporating new branding, ergonomic principles and features.
Agent Spotlight Instagram
The Local Newsletter launched by Starboard CRE
Starboard CRE New Office Renovation Mockup
Do You Need Space?
We Can Give You Space.
During the pandemic, many people have been confined to their homes or limited spaces, which can lead to feelings of being cramped or overwhelmed. The campaign acknowledges this emotional need for space and suggests that the brokerage service can help address it by providing physical spaces that better meet the individual's or business's requirements.
By cleverly connecting the literal need for physical space with the figurative desire for personal space, the blurb aims to resonate with the audience on a deeper level. It suggests that the brokerage service not only understands the practical need for physical space but also empathizes with the emotional aspect of needing personal space during challenging times. Please note that during the brand evaluation process, there were similarities in signage designs that resembled Starboard’s established brand identity. In response, proactive measures were taken to refresh the colors for this specific campaign. The aim was to ensure a distinct visual presence that remains true to its unique brand identity.