Aspen
Rebranding

From a conservative real estate investor to a brand that builds happiness

Industry
- Real estate
Services
- Rebranding
- Design
- UX/UI

The Challenge

The Aspen Group, a leading publicly traded investment company specializing in income-generating real estate, spent most of its years of operation making conservative investments such as renting out real estate properties to leading organizations in Israel and Europe including communication giants and government agencies. In the past few years, Aspen Group has made acquisitions that were out-of-character for its previous mode of operation: residential renovations, hotel properties, and a start-up of community management in residential and office buildings. These moves warranted an update to the brand strategy.
The Solution

Open led a process with the Aspen team, including Roni Zarum, the seasoned entrepreneur who drives Aspen Group’s vision. We refined the brand essence to align it with the transformation of the brand. Together we gained the insight behind the aspiration fueling the company’s decisions in the past few years: to empower renters, whether in office buildings, residential buildings, or hotels, to improve the lives of their tenants. In simpler terms, to help tenants feel joy in their space.

We Build Happiness

As expected, the unconventional vision led us to a differentiating brand promise, which transcends the conventional, conservative, and somewhat outdated worlds typical of the category. The promise reflects a fresh, optimistic spirit that is differentiated yet relevant to everyone in contact with the brand – tenants and investors alike: We Build Happiness.

The strategic process included a workshop specific to an innovative, relevant term in today’s economy – Happiness Economics.

We Build Happiness

The strategic process included a workshop specific to an innovative, relevant term in today’s economy – Happiness Economics.

Happy Logo

We translated the optimistic, inspirational insight into a Creative language that colors the conservatism of income-generating real estate in invigorating joie de vivre, starting with the colorful confetti to the inviting, friendly font, and the dynamic nature of the letter A which changes in accordance with the types of buildings it represents.

Happy Logo

We translated the optimistic, inspirational insight into a Creative language that colors the conservatism of income-generating real estate in invigorating joie de vivre, starting with the colorful confetti to the inviting, friendly font, and the dynamic nature of the letter A which changes in accordance with the types of buildings it represents.

Human Creative

The Creative conveys the spirit of the brand in a colorful illustrative language with characters representing the tenants. An adaptive, flexible language that supports communicating any type of message across all medias and touchpoints.

Additionally, we created a flow diagram which demonstrates the generation of the brand experience from the technological interface to the creation of the human function, the Happiness Manager, a person in charge of the well-being of tenants in each building, with the realization that happy tenants are the foundation for infinite brand growth.

Human Creative

The Creative conveys the spirit of the brand in a colorful illustrative language with characters representing the tenants. An adaptive, flexible language that supports communicating any type of message across all medias and touchpoints.

Additionally, we created a flow diagram which demonstrates the generation of the brand experience from the technological interface to the creation of the human function, the Happiness Manager, a person in charge of the well-being of tenants in each building, with the realization that happy tenants are the foundation for infinite brand growth.

For more fascinating growth stories

- Yellow
  
  Your Happy Place
- Collectoe
  
  Buying art like you would buy socks

We would love to help you grow, too

If you have a project in need of branding.
If your brand requires a new strategy.
If it’s time to refresh the brand language or design concept.
If you want to work for us and with us to grow brands together.

Just call us or shoot us an email. Prefer we call you? Fill out your details here and send them off to us.