When thinking about the commercial real estate industry, attributes like “boldness” or “bespoke” might not be the first to come to mind.
Capital Pacific, the commercial real estate firm long known for standing out in an often staid industry, wants to change that. This week Capital Pacific launched a new brand identity, including what is perhaps the most interactive website in the industry. The rebranding, anchored by the brand statement Together. Outperforming., is part of a broader effort by Capital Pacific to highlight what company leadership points to as a “human, high-touch, tailored” focus on clients.
This is first full rebrand for the West Coast-based firm since its founding in 1997. Highlights of the rebrand include spotlighting Capital Pacific’s unique client support system, in which clients have access to all Capital Pacific brokers and its entire team of dedicated professionals. Also emphasized is the firm’s family-like culture, often mentioned as a core reason why clients and firm employees have sought out Capital Pacific. Throughout the brand work, key characteristics like bold expertise, radical collaboration, even no bullshit are underscored and put into relevant context.
“It’s our unwavering belief that people matter,” said Lauren Krison, Marketing Director. “As we talked about updating and invigorating our company brand, it was important to make sure that the way we represent ourselves holds true to Capital Pacific’s team members, our unique way of engaging clients and the reasons why we love doing what we do.”
Finally, Capital Pacific believes that the new brand positioning will stand out in an industry that often defaults to bland, numbers-heavy explanations. Rather than relying on transaction details to tell its stories, the firm’s messaging takes a broader view of its work and its many successful partnerships. In the end, Capital Pacific believes that the way they talk about themselves and their work will be engaging in ways that are uncommon and innovative—just like the company, itself.