Gramercy Capital, a New York-based commercial-property investment and asset-management firm, came to Odgis + Co in search of a fresh look. Under new management, the company had become Gramercy Property Trust, a name more reflective of its core business. The challenge was to construct (on a limited budget) a concise, invigorating brand that would visually herald the company’s strength without being yoked to the past; assets included a logo, letterhead, building signage, style manual and Website.
The first step was to design a sleek, modern custom font for Gramercy Property Trust’s logo. After that came a graphic treatment of the corporate cornerstone, meant to evoke buildings’ rooflines — an architectural motif at once abstract and a direct nod to the essence of the business. Once we completed work on all the assets, we were able to completely reinvent Gramercy’s brand while honing it in a way that added aesthetic and informational value to clients.
By translating the company’s core philosophy into a clean, inviting look, we created a comprehensive brand identity that made Gramercy Property Trust perfectly placed for the future: nimble and confident, but with the grounding and experience essential to sound financial stewardship.
Our web partner, ICVM Group, did the site build and adapted the design for the web.
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