Gotham: Positioning a Brand for the Next Century
For more than one hundred years, Gotham Organization, a fourth generation and family-owned real estate company, has taken an industry-leading approach to transforming the buildings and neighborhoods where people live, work, shop, dine and unwind.
Recently, the organization shifted away from its roots in construction to focus more completely on real estate development and property management. In order to increase visibility in the marketplace for these significant and positive changes, Gotham enlisted Allison+Partners to develop an updated positioning and identity system that would differentiate it from its competitors as well as lead a corporate communications program designed to increase awareness and visibility among potential partners in the real estate industry.
Allison+Partners conducted a comprehensive positioning workshop to develop a new positioning that better reflected the company’s existing business, competitive market advantages, growth goals and core values. The new positioning was expressed through a completely redesigned logo and corresponding identity system. Work included the development of a full suite of business collateral and custom photography. In addition, the Allison+Partners team designed and developed a new, fully responsive website that met the company’s business goals of including historical and current information presented to both residents and potential partners in an elegant, professional and modern way.