The ClientBerkshire Residential Investments is a real estate investment management firm with over 50 years of experience in U.S. residential real estate. A people-focused group, Berkshire aims to improve lives through expert capital stewardship and exceptional living experiences. Because of Berkshire’s innovative market outlook and in-house properties and portfolio management, the firm attracts residents from across the country and investors from around the world.
The OpportunityBerkshire approached Mabbly to evolve their brand as they honed in on growth verticals. Mabbly studied Berkshire’s industry and target audience, identifying opportunities to make Berkshire Google-friendly, create a data-driven user experience, and build human relationships in the digital platform. Mabbly also uncovered opportunities to convey Berkshire’s differentiated offering while refreshing their visual identity.
The Brand ArchitectureBerkshire needed to reinforce their brand as cohesive and unified while still effectively positioning their offerings to audiences with different needs, drivers, and expectations. Mabbly re-thought Berkshire’s brand architecture, forming a brand house and renaming Berkshire Group to Berkshire Residential Investments. The new brand structure provided clarity to the market and a tailored user experience for distinct audiences, while also promoting a single, unified Berkshire.
The Visual IdentityBerkshire sought a visual identity refresh to complement their evolving brand. Mabbly modernized Berkshire’s color palette and implemented modern, approachable fonts that scaled easily on both physical and digital collateral. Inspired by digital market leaders in adjacent industries, Mabbly executed black and white leadership photography and image-forward design to position Berkshire as professional yet approachable. Mabbly then created a Berkshire brand book with visual style parameters and voice and tone guidelines, ensuring that the firm could consistently scale their refreshed brand.
Creative Digital Strategy
The Content & CommunicationsBerkshire also tasked Mabbly with creating a best-in-class content and communications strategy. By conducting research and defining Berkshire’s target audience along with key influencers on the buyer journey, Mabbly crafted authentic, targeted messaging to connect and inspire. Mabbly positioned the Berkshire brand using clear-cut, outcome-focused messaging. To help guide communications and marketing for Berkshire, Mabbly developed brand positioning and purpose statements, as well as communication pillars that brought those statements to life.
Mabbly referenced best practices within and beyond Berkshire’s industry to craft a streamlined, best-in-class digital experience. By studying analogous brands and Berkshire’s own digital data, Mabbly developed a site architecture that presented relevant information and guided users to take action. This efficient and effective user experience encouraged users to self-select based on their needs, and to find the information they needed within 3 clicks. Armed with target audience insights, Mabbly discovered opportunities to reach institutional investors through digital channels from across the globe.
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