Horizons Asset Management – Streamlining Branding for Consistency and Impact

Client Overview:

Horizons Asset Management (HAM) is a full-service, commercial and multi-family, real estate company based in Columbus, Ohio, USA. Established in 2011, HAM has a long history in the industry, managing over 8 million square feet of commercial space and 2,000 residential units nationwide. The company prides itself on thinking and acting like owners, delivering superior service in property management, brokerage, construction services, and beyond.

Project Overview:

HAM approached Mariya Design to create logos, signage and brand guidelines for two of their properties: Courtyard Townhomes and Townhomes at Bexley Creek. After receiving a compelling Brand Kit, HAM requested the same job for two additional properties: Courtship Village and Kingswood Court Apartments & Townhomes.

The Challenge:

Initially, each property was to have its unique typography and color palette, resulting in diverse visual identities across HAM's portfolio. However, as more properties were added to the mix, it became clear that a unified branding approach was preferred, in order to maintain consistency and boost recognition towards all current and future properties.

The Solution:

Initial Approach: Individual Branding (V1)

At first, each property was given a distinct visual identity:

• Courtyard Townhomes: Prata, Montserrat, Platinum (#e0e1e2), Gray Chateau (#9ea2a6), Acadia (#3a3937), Deep Chestnut (#b75047).

• Townhomes at Bexley Creek: Bodoni 72, Degular Variable, Gainsboro (#e0dada), Dark Vanilla (#cdbaa2), Dolphin Gray (#849088), Wenge (#665151).

• Courtship Village: Cinzel, Open Sans, Gainsboro (#e0dada), Gray Chateau (#9ea2a6), Acadia (#3a3937), Ruddy Brown (#c35733).

• Kingswood Court Apartments & Townhomes: Kalnia, TT Norms, Platinum (#e0e1e2), Gray Chateau (#9ea2a6), Wenge (#665151), Golden Yellow (#ecbb32).

• Signage

Idea Development: Unified Branding (V2)

Recognizing the need for consistency across the growing HAM portfolio, Mariya Design proposed a streamlined and unified branding strategy:

• Fonts: Prata, Montserrat.

• Main Color Palette: Platinum (#e0e1e2) or Gainsboro (#e0dada), Gray Chateau (#9ea2a6), Acadia (#3a3937), Dark Vanilla (#cdbaa2).

• Accent Colors: Each property would have two unique accent colors for differentiation while maintaining the unified branding.

• Signage

Client Collaboration:

Throughout the process, Ethan, who was the person representing HAM, provided feedback for the initial options, allowing for refinements that aligned with his company's vision. This collaborative approach ensured the final designs met HAM’s high standards.

Revised Branding for Horizons Asset Management:

Perceiving an opportunity to enhance the brand cohesion even further, Mariya Design proposed a revised brand logo and color palette for Horizons Asset Management, aligning the main brand and its property identities towards a unified identity.

Deliverables:

• Logo packages in various formats for web and print.

• Brand guidelines in PDF format.

• Supportive materials such as signage designs.

All assets were delivered via Dropbox, ensuring straightforward access for the client.

Results:

The unified branding approach enhanced the visual appeal of each separate property and strengthened Horizons Asset Management’s overall brand identity. The attained consistency across the properties made the brand more recognizable and polished, further solidifying HAM's position as a leader in their respective real estate market.

Client Feedback:

Ethan expressed his satisfaction with the outcome, stating a short, but strong praise: "Those are really beautiful. Thanks, Mariya!"

Conclusion:

This case study highlights the importance of a unified branding strategy to maintain consistency and enhance brand recognition across a growing portfolio. Mariya Design's expertise in adapting to client needs, recognizing an opportunity for additional improvement and delivering the necessary branding solutions plays an important role in HAM's continuing success.