Metropolitan Realty Group
New York-based affordable housing developers get a digital brand reconstruction.
Rebuilding a brand from the ground up.
Leading the company with strong guiding principles of compassion and community, the founder Scott Jaffee approached us with a creative endeavor: Help bring clarity to MRG's original vision, develop a strategy, a visual identity, a strong digital voice and tone.
After several rounds of brainstorming, our goal was clear: an of-the-moment website that successfully presents MRG to tenants, government agencies and key stakeholders, communicating safety, sensibility and a human-to-human touch.
(re)Branding
MRG's former logo got lost in a sea of similarly styled logos that flooded the New York residential industry. To build a brand that stands out - we established a style that was easily distinguishable within a saturated market by complementing its brand with a bold personality and expert voice.
Reflecting MRG’s rapid growth both in and outside of the New York metro, our new logo explores a city landscape silhouetted against a large 'M'. The dual tones dark & light tones of the building add depth and utilize the negative space to create a compelling visual by adding shadowy dimensions. The 'M' for Metropolitan Real Estate, embodies the horizon against which the NYC skyline continues to grow and evolve. The blue green gradient illustrates a blossoming sense of hope, growth towards better lives.
Revitalizing the design language
The final logo stands as a grounding marker for the web page navigation, as well as a standalone visual for print and collateral applications. We established a refined typographic system, a detailed color strategy, and all-new UI components focused on bringing MRG's modern personality to the forefront of the experience.
Rebuilt and restructured
Our team rallied around new approaches to creating a digital experience that not only introduced the brand’s vision of hybrid collaboration, but brought its disparate array of residential properties together under one cohesive experience. All with unique user journey’s at the forefront. Through cross-functional collaboration with our client, we were able to delegate responsibilities and make decisions at each step of the project, supporting our abilities and creating the most authentic work for the brand’s future.
A clean experience for all breakpoints
Unlike MRG's prior website, which carried caps and break points throughout its scroll, our digital overhaul turned it into an effortless browsing experience. Clear, resolute imagery and short reels perform smoothly on any device, giving way to concise calls to action and simple contact points that make it simple for tenants and other visitors to interface with MRG.
Website Walkthrough
Remodeling MRG's brand identity proved a gratifying endeavor for both our team and theirs, profiling and publishing each of MRG’s employees within the site architecture to cap a job well done. In just months, we gave the affordable-housing leader all the materials needed to carry on critical conversations with decision-makers and officials while still welcoming their tenants and fostering community in a single digital space.
