Edlen & Co Branding Revamp

May 25

Impact Real Estate Brand Identity System

Edlen and Co. approached Think Joule as they were undergoing a transition from their former company, Gerding Edlen Development (GED), a national leader in sustainable real estate development and one of the country’s foremost urban mixed-use development companies. Their new company had a renewed focus on affordability, social equity and sustainable development.

With years of industry expertise, they needed to reintroduce themselves to the market with a fresh identity and brand story while drawing on their deep project portfolio and the collective experience of their tenured team.

Think Joule developed the brand story for Edlen & Co. with many, and somewhat opposing, objectives in mind: communicate renewed mission and company values; appeal equally to the full spectrum of partners — from investors and lenders to public partners and the general public; balance mission-driven and profitability priorities; and convey their capabilities as both humble social stewards and adept influencers and dealmakers.

Using curated messaging and impactful visual design, including a series of custom iconography and new team headshots, Think Joule built a responsive website that establishes a digital identity for Edlen and Co. and highlights their robust repertoire of case studies and press pieces and elevates their committed team.

Now, Edlen and Co. has a clearly defined brand and a beautiful portfolio site that effectively communicates the brand story and differentiators unique to Edlen and Co. and builds upon their reputation as industry leaders.