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Alder

Sometimes, the biggest change for an organization happens internally, instead of externally. This was the case for the family office we were hired by - a company founded by an extremely unassuming billionaire, who had been building his real estate empire, investment portfolio, and charitable family foundation in the Colorado community for over 30 years.

Brand Positioning, Naming, Visual Identity

THE OPPORTUNITY
Spectacle was enlisted to bring three separate business entities under one new brand through brand positioning, visual ID, and a refreshed view of company culture.
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THE CHALLENGE
THE CHALLENGE
Historically the family business entities – financial services, real estate management, and property development – have operated independently of one another. But as a new era of the organization approached, the family saw an opportunity for the new brand to thoughtfully represent the strengths, culture, values, and history of three very distinct business entities.
THE BREAKTHROUGH IDEA
Reflecting the core positioning of “growing stronger together,” which focused on the virtuous cycle of developing and growing a thriving community in the Colorado foothills, we created a new entity with a rich story to tell: The Alder Companies.
KEY INSIGHT
THE SOLUTION
We explored ways to establish credibility and trust, while setting a differentiated and disruptive tone in the industry. The resulting visual identity system features a humanistic and approachable logo and color palette that has a sense of interconnectedness and an organic feel, allowing Alder Companies to stand out from the ‘sea of sameness’ in the real estate and financial industries.
THE RESULTS
THE RESULTS
Alder launched internally in March of 2021 to great internal acclaim and strong employee engagement. The Director of Marketing shared that, “Spectacle was creative and progressive in their design and thought processes.” The Alder Companies work continues to roll out publicly.
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