Encore Capital Management, a diversified, vertically integrated real estate investment and development firm, introduced a private apartment REIT in 2014. With over $500 million in equity, they began acquiring land in urban markets across the U.S. to develop a portfolio of new apartments aimed at sophisticated, design-conscious renters.
Rescore hired Otherwise to develop a brand platform — both strategic and creative — that would illuminate the purpose, culture and portfolio of the REIT and set the unified direction for the branding of individual assets within the portfolio.
Through our discovery process, we came to understand that all locations shared some common characteristics — they were burgeoning, edgy urban neighborhoods with local culture, food, history and energy. To capture the essence of life in each of these neighborhoods, we created the name “The Rise Collection,” a simple, strong title that captures the upward direction of the buildings, the neighborhoods and potential residents.
With the name in place, we designed the visual identity system for The Rise Collection that plays off location, exploration and a sophisticated sense of place. The identity system includes sub-brands with changing colors and coordinates (latitude/longitude), while still remaining cohesive and consistent. The new identity translates wonderfully across digital and print collateral, echoing an excitement of discovery and the impact of a clean, fresh brand.