A.W. Perry, a fixture in the Boston real estate industry since 1884, wanted a new, fresh, and updated look that would remain recognizable and stay rooted in the company’s rich history. Nickerson was commissioned to perform a complete rebrand.
The campaign, which incorporated a newly designed website, logo, color scheme, and marketing collateral, represented a significant milestone for this market leading commercial real estate firm that has been in operation for more than 130 years. Across both print and interactive, brand clarity was achieved via a clear color palette, typography, iconography, and a versatile logo and mark.
Embracing the Future While Celebrating the Past
With A.W. Perry being so familiar, and their logo so iconic, it was important to refine the past without completely changing the identity of the company. The A.W. Perry team wanted an updated look to represent its continued growth in alignment with modern industry standards, all while maintaining a recognizable feel. There was a delicate balance between these two labels that needed to be represented across the website, logo, and tagline. The rebrand stayed true to the leaf-like emblem of the former logo, yet changed to lively blues to modernize the brand. The copywriting reinforced the notions that A.W. Perry is established, focused on building relationships, and historically grounded.
Branding & Website Re-design
A.W. Perry’s branding required a mix of historical tradition, as well as modernized evolution. To accomplish this, we combined friendly photography, navigation inspired iconography, and a reserved yet vibrant palette for a cohesive experience that informs, engages and directs. The color scheme desired was a blue and gray, which is a combination often seen in the real estate industry. In order to achieve a fresher, livelier look, Nickerson suggested replacing the gray with a lighter blue, achieving a more inviting feel. Through this scheme, we developed brand standards, so that from here on out A.W. Perry will be able to utilize their logo and color scheme throughout all platforms and marketing collateral.
To maintain consistency across the board, the company’s website was completely redesigned to showcase A.W. Perry’s strong property portfolio, rich history, experienced leadership, and relationship-driven approach to services. The rebranding also encompassed a web site re-design and new marketing collateral for the company’s affiliate Perry Brokerage, a full service commercial brokerage firm.