Suburban Management Group
Challenge
Suburban Management Group (formerly Suburban Asset Management) is a private investment and management company focused on the acquisition, development, and management of commercial real estate assets. Founded in 2007, the company owns and operates over two million square feet of office, retail, and industrial space, along with 3,200 proprietary self-storage units. The company also provides asset and property management services to venture partners and third-party ownership groups. Suburban Management Group brought us on board to help with a number of design and branding initiatives to bolster some of the brands under its management. The very first assignment was to create a new brand identity.
Solution
As part of its growth strategy, leadership decided to rename the company and thus a new identity was in order. Leadership wanted to retain some of the legacy identity elements at the same time make things more contemporary. The "double triangle" iconography proved to be the leading candidate. We were then asked to create a brand for a planned urban district, Pembroke Station at Town Center. This new mixed-use development would feature a blend of office, residential, and retail spaces designed and arranged in a sophisticated urban environment. Next up was a refresh of the Happy Boxes Self Storage brand. The desire was to retain the primary structure of the identity due to its market familiarity, but make adjustments that would shore things up. We defined new colors and typography that would make things more modern and allow for easier application.
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