Tag Archives: brand

FAO Schwarz

About the location: Central Park, Fifth Avenue Fashion, spectacular art, thriving culture, endless shopping, unbelievable dining and lively nightlife – this is Pure New York City. Amid the whirl of excitement you will find the GM Building, and located at its base the legendary FAO Schwarz store, a timeless beloved destination loved by adults and children alike.  

How REA approached the design & video process: Our challenge was to create a customizable campaign that targeted individual world-class retailers, giving them the ability to envision their brands in the space. While touring the location, we noticed how the FAO Schwarz building exterior mimicked a showcase from the outside—like something you might find in a fine jewelry store. We also discovered that the location was truly unparalleled and a brand would be showcased here like no other. Thus the idea of “the perfect showcase” was born.

Real Estate Arts HAS AN APP FOR THAT!

Here is a press release REA recently sent out, about a new online application we’re developing for the iPad.  What do you think?

Real Estate Arts showcases offering memorandum on the Ipad

taking the "OM" digital

New York, NY, November 4, 2011 — Real Estate Arts Inc, a leading real estate-focused branding and marketing agency based in New York, announced today its commitment to revolutionizing the way commercial property asset and investment sales are marketed.

Real Estate Arts (REA) is well known in the commercial real estate investment sales community for transforming the standard Offering Memorandum package from one of a simple pictorial word document to a fully-branded and highly-designed showcase marketing tool. REA’s work has won numerous awards for its innovative design, but more importantly has helped brokers and owners of the most prestigious properties command the highest prices per square foot in many markets across the US.

REA President Michael Goodgold said, “As the investment sales market comes back, many of our clients are again looking to us to improve the sales and marketing process. The introduction of tablets and especially the iPAD has given marketers like us a real reason to get excited.”

Technology takes the lead in REA’s innovative marketing approach, which allows potential acquirers to experience the property’s assets through the use of an online application.  The tablet opens up new possibilities for the disposition process, blending different types of technology, ranging from video and mapping to interactive informational graphics.  Unlike the foregone era, in which prospective buyers learned about properties only through static printed pages, the tablet provides a dynamic experience, with information that can be constantly updated.  Furthermore, it organizes all property information in one place, so buyers don’t have to jump from various sources—print brochures, websites, or booklets to accomplish their goals.

For the past 15 years, Real Estate Arts has helped owners and their brokers sell some of the most prestigious properties around the world—from luxury hotels and resorts to Class A Office towers and multifamily properties.  Goodgold added that REA continues to work with some of the smartest technology minds that have helped develop name brand applications that most people experience daily.

“From a user standpoint our focus is squarely on the experience of the acquisition professional,” he said.  “Those men and women are constantly looking at deals and want a tool where they can manage the entire process from one easy place.”

Reinventing Real Estate – Keystone Property Group launches new Website

The Keystone Property Group’s new website http://www.kpg.biz which is Phase I for their new brand expression is grounded in a few distinct ideas about how they see themselves, what they believe in and their value in the market.

Keystone Property Group's website by REA

Keystone Property Group's homepage

The Real Estate Arts creative team worked hard with Keystone’s leadership to get at some real ideas about the brand. Not just to look good and say all the “right” things but to clearly define a vision and point of view about themselves for themselves.

Keystone Property Group's Strategy Section by eal Estate Arts

Strategy Section

Reinvention and the idea of Reinventing Real Estate is a strong theme in the work we are doing. The bold typeface and distinctive language starts to point to the confidence in their abilities to get the hard work done and go beyond the expected.

Keystone Property Group's new website by REA

Reinvention Section

About Keystone Property Group  http://www.kpg.biz/index.html
Since 1991, Keystone has been reinventing real estate investment one opportunity at a time.

At the cutting edge of real estate investment and development. They acquire, develop, lease and manage commercial real estate properties, including office, flex and industrial spaces in major markets throughout the US. They operate private equity real estate funds and are responsible for overseeing the management, financing, securitization and disposition of all fund assets on behalf of investors.

Real Estate Arts is proud to partner with Keystone Property Group.

Sedona and Slate: Modern residences with a traditional style

SEDONA & SLATE brand elements created by Real Estate Arts

Inspired Advertising

What REA Produced: Branding, naming, verbal brand, collateral

About the property: In this particular case, REA was chosen by one of the smartest and most dynamic developers from the Washington, D.C. area: the JBG Companies. They have a long history of delivering superior projects in the office, residential, hotel and retail development, such as 300 New Jersey Ave in D.C.; Central Place in Arlington; and the Department of Transportation in D.C.

Recently, JBG broke ground on a two-building residential project along Clarendon Boulevard in Rosslyn, VA. Formerly called Rosslyn Commons, the development’s name has been changed to Sedona and Slate and will consist of two 14- and 12-story towers that will bring over 450 residential units to the area.  Twenty-five townhouses will also be built as part of the project once construction is completed on the towers.

JBG has not said what the mix of units will be between rental apartments and condos. In past months, the firm has indicated that it is leaning toward rentals, but that one of the two towers might ultimately deliver as condos — market conditions permitting. The project will include a rooftop pool and fitness center, and there will be a plaza between the towers. The residences are expected to be complete in 2012.

SEDONA & SLATE brand elements created by Real Estate Arts

The brand essense at work

How REA approached the design process: Following a competitive pitch, REA was asked to develop a strategic approach to marketing communication. The integrated campaign included the naming and brand development for the residential buildings.  REA’s aim was to articulate the overall quality of ‘Modern Living’.  The inspiration for the name Sedona and Slate stemmed from the exterior architecture of the residences.

SEDONA & SLATE website created by Real Estate Arts for JBG Companies

Website and registration page

SEDONA & SLATE Advertising created by Real Estate Arts

Inspired Advertising

Real Estate Arts and JBG team up for Sedona and Slate

Inspired Advertising

Sabre Real Estate: Beyond Real Estate

Sabre Real Estate Brand Element by Real Estate Arts

Sabre's stunning brand element

Real Estate Arts and Sabre Real Estate unveil brand
New Sabre Real Estate Brand Identity – Signage by Real Estate Arts

What REA Produced: Idea and strategy for the brand, Identity, verbal identity, website, signage, stationery, collateral

Sabre Real Estate Brand Identity by Real Estate Arts

Brand Elements

 

About Sabre: Sabre Real Estate Group is a full service retail real estate brokerage company with a core focus on tenant and owner representation.  SABRE also offers retail, restaurant and franchise consultation services, investment sales and property management.  SABRE was founded by Jayson Siano formerly of CB Richard Ellis and Kenneth Breslin of Breslin Realty Inc. to adapt to the ever changing industry and stay ahead of the curve.  While the economy right sized the real estate business over the past few years Siano and Breslin decided to change with the times and build a company for the future.

New Sabre Real Estate Verbal Identity -  by Real Estate Arts

New Sabre Real Estate Verbal Identity - by Real Estate Arts

How REA approached the design process: As part of the brand creation, REA developed a proposition focused on service quality. ‘Beyond Real Estate’ helped articulate the company’s commitment to customer service and value, which became an integral aspect of the brand communications.

Sabre Real Estate's new website created by REA

Stunning home page

Sabre Real Estate new website designed by REA

Home page

Sabre Real Estate Website conatct page by REA

Contact Page

Sabre Real Estate Twitter Page - Brand by REA

Sabre Twitter Page

The Retail at 353 West 14th Street “The Gateway to the Meatpacking District”

Real Estate Arts and Aurora Capital team up to market this "Gateway to Meat Packing" Retail Hotspot

Real Estate Arts launches campaign to promote 353 W 14th Street Retail for Aurora Capital

We just completed a project for 353 W. 14th Street, located at the heart of the Meatpacking District.  We created the above identity and a banner that was placed over the store front.  An advertising campaign was also placed in  Hamptons magazine, and you can visit the full 353 W. 14th St website here.

Real Estate Arts designs marketing campaign for Aurora Capital, Jared Epstein for 353 West 14th Street NYCReal Estate Arts launches digital campaign for 353 West 14th Street in Meatpacking – Website Home Page
Advertising for 353 W 14th Street by REA

Advertising for 353 W 14th Street by REA

Hamptons Magazine Advertising for 353 W 14th By Real Estate Arts

Hamptons Magazine Ad

 

 

Real Estate Arts designs dynamic retail leasing signage as seen here fo

Real Estate Arts designs dynamic retail leasing signage as seen here for 353 W 14th Street in Meat Packing

Real Estate Arts designs dynamic retail leasing signage as seen here fo

Real Estate Arts designs dynamic retail leasing signage to announce the available space at the Gateway to the Meatpacking District NYC

Real Estate Arts designs complete integrated campaign including website to promote 353 W 14th Street Retail

Real Estate Arts designs complete integrated campaign including website to promote 353 W 14th Street Retail NYC

353 W. 14th is located just blocks away from well-known restaurants such as Pastis, Google’s NYC Headquarters, Apple, and high-fashion retail such as Alexander McQueen.  Walk west on 14th Street towards the water, and you’ll hit the High Line. Find more photographs below of the lively surrounding area.

Real Estate Arts designs complete integrated campaign including website to promote 353 W 14th Street Retail

Real Estate Arts brings 353 West 14th Street Retail to the masses with this dynamic website

 








Sedona and Slate Break Ground New Brand Unveiled

By REA President Michael (G to the G ) Goodgold

Real Estate Arts unveils branding at ground breaking for JBG's Sedona and Slate Condos

Real Estate Arts unveils branding at ground breaking for JBG's Sedona and Slate Condos

I have to say, I love a good groundbreaking ceremony. The air is filled with hope and promise; I can feel the development team’s collective excitement —  well deserved after countless meetings, sleepless nights, and three grueling years of nearly no new construction.

You know when I love a ground breaking even more? When the Real Estate Arts team is in charge of the project’s branding and marketing.

In this particular case, we were chosen by one of the smartest (not just because they chose us) and most dynamic developers from the Washington, D.C. area: the JBG Companies. They have a long history of delivering superior projects in the office, residential, hotel and retail development, such as 300 New Jersey Ave in D.C.; Central Place in Arlington; and the Department of Transportation in D.C.

TheReal Estate Arts attends the JBG Companies development team break ground on Sedona and Slate

The JBG Companies development team break ground on Sedona and Slate

The JBG Companies development team break ground on Sedona and Slate

The Real Estate Arts team enjoyed shooting the ground breaking of Sedona and Slate -

Recently, JBG broke ground on a two-building residential project along Clarendon Boulevard in Rosslyn, VA. Formerly called Rosslyn Commons, the development’s name has been changed to Sedona and Slate and will consist of two 14- and 12-story towers that will bring over 450 residential units to the area.  Twenty-five townhouses will also be built as part of the project once construction is completed on the towers.

JBG has not said what the mix of units will be between rental apartments and condos. In past months, the firm has indicated that it is leaning toward rentals, but that one of the two towers might ultimately deliver as condos — market conditions permitting. The project will include a rooftop pool and fitness center, and there will be a plaza between the towers. The residences are expected to be complete in 2012.

“Drawing reference from the facade of the two distinct buildings, we developed brand identities that clearly conveyed their personalities,” REA Creative Director Paul Dunn said.

Check out the Sedona & Slate identity below.  We’re looking forward to getting it fully into the market and creating strong results for JBG.

SEDONA & SLATE brand elements created by Real Estate Arts

SEDONA & SLATE brand elements created by Real Estate Arts

Fairfield Metro Center A commitment to a vision, 10 years in the making

By Michael ( G to the G) Goodgold, REA President

Have you ever devoted 10 years of your life to making one thing happen?

In today’s culture of instant gratification, it’s extremely rare to find committed, visionary people who pour time and hard work into a long-term project. I had the privilege of taking a stroll with one of Wittek Development’s Senior Executives, Steve Curtain, around the intensely active development site that is soon to be “Fairfield Metro Center.” I was impressed by his tenacity in the building of this complex.

Michael Goodgold tours Fairfield Metro Center Construction

Michael Goodgold tours Fairfield Metro Center Construction

Michael Goodgold tours Fairfield Metro Center Construction

Lots of activity on the site

During my hour and a half walk of the site, Steve shared many of the challenges that were involved in transforming a large-scale, mixed-use project from renderings to reality.

To start off, the bar was set extremely high for the project.

The center consists of 860,000 square feet of LEED-certified, high performance office space in 4 buildings and is set on top of a brand new train station in Fairfield, CT.  In addition to that, there is 60,000 sf of retail space, a full-service Hilton Hotel, and an 11-acre waterfront nature preserve, complete with walking trails and a boardwalk.

But what’s even more impressive is the vision for the project—the philosophy behind the construction. Building such a huge complex is not just the work of numbers on the balance sheet, but a real, fundamental change in the lives and jobs of people working there.

Steve explained the importance of balance and its relationship to high performance for the employees working at the Fairfield Metro Center.  Being located on a train station allows people to avoid choking gas prices and never-ending traffic on I-95, since they don’t have to use their cars. Steve spoke about getting the retail component right by orchestrating a “smart” tenant mix that empowers people in their day-to-day lives. The nature preserve and walking areas give people a chance to enjoy a balanced lifestyle by giving them the option of exercise and fresh air.  The full-service hotel also adds to the equation by offering a full range of services that high-performing companies require.

Everyone sees the product of this hard work in the beautiful hotel, nature preserve and finished complex —  but only a few truly understand the trials and tribulations the builders first endured before reaching that polished and finished stage. Steve offered me real insight into the challenges the team faced, including pulling through the economic downturn. It taught me that commitment means staying true to that goal through all the ups and downs, being resourceful, and simply never giving up.  And in the end, unflagging commitment leads to success in high-quality products and performance.

Michael Goodgold tours Fairfield Metro Center Construction

The new Fairfield Metro stop becoming a reality. Congrats Wittek team.

The Wittek team was committed to a clearly defined vision, and held tight to it for over 10 years. Yet during the process, Steve never discussed the “success” his firm was sure to reap from their efforts – what was most important for him was the difference this project would make to the community.  He was more concerned with improving the quality of life for each office worker who was located there. My hat is off to Steve and the Wittek team: developers with vision and substance beyond the quick financial score, with a strong sense of commitment that matches their altruistic philosophy.

*****I just added some renderings so that everyone can get a true sense of how special this project is – the construction photos fall short of capturing the vision.

Please see below.

Real Estate Arts chosen to market Fairfield Metro Center with Wittek

Fairfield Metro Center, Fairfield, CT  teams up with Real Estate Branding experts Real Estate Arts to market the project

Fairfield Metro Center Rendering

Fairfield Metro Center Rendering

Real Estate Arts teams up with Wittek to bring this dynamic development to the market

Fairfield Metro Center Rendering

REA is proud to announce our new blog has received just over 1,000 clicks – and the number is growing.  As we learn more about social media and communicating with our  audience, our REA staff members are becoming more involved in writing for the blog, keeping it dynamic with their diverse viewpoints and skillsets.

So keep us in your bookmarks to hear what these talented and passionate people have to say about design, art and branding strategies.

Whether you’re interested in our work & news or you’re hoping to snag some inspiration for your own creativity, we’d love to keep you fascinated.  Even more so, we want to remain in a two-way conversation with you.  Comments and responses from you, our readers, are necessary for this blog to be successful — and we’re always looking to learn something new.

Here’s to a creative learning experience for all of us.

Brand Philosophy – your brand is not your logo

By Michael Goodgold

“Please, Goodgold, build me a great brand!”

Real Estate Arts helps clients build strong and meaningful brands that stand the test of time

"Goodgold please build me a brand"

I can’t even begin to tell you how many times I have heard this. Last week, I heard a similar request: “I want our property to be held in such high regard as the Chrysler Building … or wait, maybe even the GM Building. I want it to be iconic and in high demand. So tell me, Goodgold, what do we have to do?”

I always have a big smile on my face upon hearing this question, because I love the thinking it evokes. It is a fundamental question for any attentive business leader. What does it take to create a great brand? What’s the blueprint?

It’s not an easy question to answer. It’s almost like asking, what’s the formula for creating another Google or Apple? While it’s not easy to recreate that lighting in a bottle, there are some fundamental principles that great brands have in common.

The first step is conceptual: What is the core idea for the brand? Why does your company/property/service exist outside of making money?

Take Nike, for example. Nike’s brand aims to evoke the emotion of competition, winning, and crushing competitors: “Just do it.” That certainly goes beyond running shoes and gym clothes. And Walt Disney isn’t just about cartoons. Their brand is to make people happy. There’s a bigger picture behind these companies’ thought processes: they want to capture an emotion in their audience.

A few more examples: The Marriott wants to make people who are away from home feel like they are among friends. Merck’s brand is to preserve and improve human life.

Every year, we observe the unique DNA of great brands like these, so that I’m always well-prepared to dive into answering my clients’ initial question: “What do we have to do?”

Let’s start with the idea, and the emotion that will guide our audience through their experience with the product.

My clients usually say, “We understand brands in the corporate world … but what about a property?”

I always respond with a loud yes! Your property can be special for more than its architecture (or lack thereof). Your property can even go beyond its location. How you approach the property and filter it through the brand idea can transform people’s experience.

Just take Sanzari’s Glenpointe for example. This is a business complex unlike any other in New Jersey, consisting of two Class A office towers connected by stunning common areas, a hotel convention center, multiple dining facilities, a full service gym, spa, and swimming pool. This creates a dynamic environment that’s not easily duplicated. But what is even more exciting than this list of incredible amenities is the philosophy behind Glenpointe’s owners and key executives. For them, Glenpointe isn’t just about the amenity package—it represents an environment where high performance thrives. A company that chooses to locate an office there exposes its employees to an empowering “ecosystem,” which results in people reaching their professional and personal goals more effectively.

So properties, too, can employ a brand to convey an emotion, capture an audience, become something more than a building or location. The philosophy of Glenpointe is to cultivate a sense of high performance—as well as happiness and well-being—among the people who live, work, and stay there.