FinTech startup addresses brand early
CrowdStreet is a premium provider of online commercial real estate investment offerings, technology and services that allow individuals to invest directly in high-quality commercial properties. Headquartered in downtown Portland, the company is the third fastest-growing private company in Oregon and closed an $8 million round of Series B financing in 2018.
carving out a niche in a dynamic, growing market
CrowdStreet asked me to help them define a brand strategy that positions the company for growth in two markets. I developed a brand architecture to maximize value in the individual investor marketplace and extend the brand into the business-to-business market for investor management software. The strategy drove the development of a new brand identity, creative direction, and website.
Premium Positioning
CrowdStreet is now defined as the premier destination for online CRE investing
“We wanted to address our brand early to ensure our employees, customers and investors clearly understand our value and direction as a company.”
Work product
Competitive positioning and brand analysis
Brand architecture
Corporate brand position, pillars, and characteristics
B2B sub-brand positioning
Corporate brand messaging
Audience-specific brand messaging
Strategies for managing the brand