Edlen & Co.

Edlen Krage Sherman Impact Real Estate

Project Goals

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. The new company had a renewed focus on affordability, social equity and sustainable development and they wanted to reintroduce themselves to the market with a fresh identity and brand story.

Strategy

Our first objective was to name the new company. It was important to the four founders that they expand and evolve the legacy of GED while setting the foundation for the future. Using our strategic naming rubric we presented a slate of names that could elevate their position as market leaders.

The founders ultimately landed on Edlen and Company, a name that draws on the established cache and market reputation of the name 'Edlen' while also positioning the company's partners for future growth and evolution.

The Brand

Next, we set out to determine how the newly coined Edlen and Co. would communicate with the outside world. In addition to defining the company's mission, vision, values and principles, we worked in collaboration with Hudner Strategies to solidify their core brand promise and key messaging.

The Website

With years of industry expertise to draw upon, Edlen and Co. needed a website that elevated their new brand and highlighted their deep project portfolio. We built a responsive website that establishes a digital identity for Edlen and Co. using curated messaging and impactful visual design, including a series of custom iconography and new team headshots.

The Results

The overall goal was to elevate their capabilities, create a robust repertoire of case studies and press pieces and showcase their 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.