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.
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.
Competitive positioning and brand analysis
Corporate brand position, pillars, and characteristics
B2B sub-brand positioning
Corporate brand messaging
Audience-specific brand messaging
Strategies for managing the brand