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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.


Brand creation

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.
— Molly Moore, CMO

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