Greystone is one of the largest commercial real estate lenders in New York. With more than $10 billion in annual commercial real estate loans, they are well known in the industry for the pivotal work that they’ve done in affordable housing. They are routinely ranked as a leading lender for Fannie Mae and Freddie Mac.
Connecting the Brand Together
Despite their success within the real estate industry, the Greystone brand lacked awareness in the broader marketplace. They needed a cohesive identity and clear marketing placement to tie in the affordable housing initiatives with the rest of the company so that the brand made sense for Fortune 500 executives and residents of affordable housing properties alike.
Unify Under a Single Umbrella
We quickly determined that strong messaging and a unified tone extending across all facets of their business would help bridge the gap in their brand. To achieve this, we sharpened Greystone’s internal and external messaging, set a new look and feel for their print and digital marketing materials and relaunched four of Greystone’s key web properties, including their affordable housing initiative. This effort brought together the disparate company verticals under a single brand umbrella.
Strong messaging and a unified tone extending across all facets of their business would help bridge the gap in their brand.
We tackled four of Greystone’s key web properties, including their main corporate site, their affordable housing vertical, their advisory service, and their EB-5 immigrant investor website. By bringing unified visuals, content structure, and cohesive design across all four channels, we were better able to tie the pieces of the brand together. This helped Greystone better connect with its existing customers while making a stronger impact on the industry as a whole. To help support their new website design, we created accompanying print collateral, including a corporate brochure and print advertising campaign.
Four Touchpoints, One Brand
Greystone turned to us to help their brand better communicate with key stakeholders and everyday customers. We responded with a wide-ranging effort that ultimately tackled both web and print design and branding.