Growing little acorns into mighty GreenOaks

Challenge: Preparing for launch

The background

GreenOak is a partner-owned real estate investment management and advisory firm founded in 2010. The founders had a long history of working together in blue-chip financial institutions and shared a desire to create a disciplined and collaborative firm – the kind of firm they wished they’d had the chance to work at earlier in their careers.

Global ambitions were evident from the start with offices in London, New York and Tokyo. They intended to leverage their extensive local knowledge and world-class experience to do the following: deliver exceptional value to their investors; develop a portfolio of market-leading assets; and create a workplace culture that attracted and retained the best in the business.

The brief

We collaborated with all three founders during an international conference call to establish the direction and scope of the project.

We identified the hygiene factors for the sector that the new brand had to espouse: experienced; professional; thorough; accurate; trustworthy. We also built consensus around those characteristics that would be identifiably GreenOak: considered; uncompromising; enjoyable; wholesome.

With these aims agreed, we were tasked with developing their logo and a simple visual identity system. We then had to apply this to core business collateral in advance of their launch.

What we did

  • Competitor research
  • Brand development workshop
  • Logo and visual identity design
  • Stationery design and production
  • Powerpoint template design
The background

GreenOak is a partner-owned real estate investment management and advisory firm founded in 2010. The founders had a long history of working together in blue-chip financial institutions and shared a desire to create a disciplined and collaborative firm – the kind of firm they wished they’d had the chance to work at earlier in their careers.

Global ambitions were evident from the start with offices in London, New York and Tokyo. They intended to leverage their extensive local knowledge and world-class experience to do the following: deliver exceptional value to their investors; develop a portfolio of market-leading assets; and create a workplace culture that attracted and retained the best in the business.

The brief

We collaborated with all three founders during an international conference call to establish the direction and scope of the project.

We identified the hygiene factors for the sector that the new brand had to espouse: experienced; professional; thorough; accurate; trustworthy. We also built consensus around those characteristics that would be identifiably GreenOak: considered; uncompromising; enjoyable; wholesome.

With these aims agreed, we were tasked with developing their logo and a simple visual identity system. We then had to apply this to core business collateral in advance of their launch.

What we did

  • Competitor research
  • Brand development workshop
  • Logo and visual identity design
  • Stationery design and production
  • Powerpoint template design

Indifference obliterated

100+

employees worldwide

8

international offices

$8.2b

discretionary equity raised

$11b

assets under management

Indifference
obliterated

100+

employees worldwide

8

international offices

$8.2b

discretionary equity raised

$11b

assets under management

Naturally complementary

In a sector awash with ‘corporate blue’, we recognised that colour would play an vital part in signifying GreenOak’s independence and fresh approach. Mother nature provided the necessary inspiration.

Naturally complementary

In a sector awash with ‘corporate blue’, we recognised that colour would play an vital part in signifying GreenOak’s independence and fresh approach. Mother nature provided the necessary inspiration.

Meticulous refinement

Once the final route for the logo had been selected, we had to balance bucolic wholesomeness with considered and uncompromising professionalism. When manipulating the personality of a typeface, small changes make a large difference.

Meticulous refinement

Once the final route for the logo had been selected, we had to balance bucolic wholesomeness with considered and uncompromising professionalism. When manipulating the personality of a typeface, small changes make a large difference.

Targeted deployment

A touchpoint analysis highlighted the importance of PowerPoint – both in the delivery of presentations and documentation. Rather than designing glamorous applications GreenOak didn’t really need, we focused our efforts on the granular, polishing their template until it shone.

Targeted deployment

A touchpoint analysis highlighted the importance of PowerPoint – both in the delivery of presentations and documentation. Rather than designing glamorous applications GreenOak didn’t really need, we focused our efforts on the granular, polishing their template until it shone.

Nurturing growth

The leadership of GreenOak invested in their brand and identity right at the outset of their business. And though the company has experienced tremendous growth and success, it still bears the logo we created. It is still playing its part. It is still supporting their efforts. We think it is safe to assume they consider it a worthwhile investment.

Nurturing growth

The leadership of GreenOak invested in their brand and identity right at the outset of their business. And though the company has experienced tremendous growth and success, it still bears the logo we created. It is still playing its part. It is still supporting their efforts. We think it is safe to assume they consider it a worthwhile investment.

Is your brand’s future success worth investing in?
Get in touch