We helped transform a family-owned company into one of America's preeminent real estate developers.
After 55 years and a generational transition in leadership, The Alter Group needed an entire rethinking of its brand to fit with a new strategy—shifting away from being a national landlord to becoming an investment powerhouse; exiting big-box distribution campuses and growing its Class A office development; and pursuing new economy clients.
Alter’s newest strategy reflected a fundamental idea about the modern real estate development—that workplaces are life places. The walls separating the different phases of a worker’s day have broken down in favor of a fluid, human-centered experience.
The Alter Group engaged Silva Brand to conduct brand discovery with leadership. After a thorough market review, competitive analysis, and SWOT, we created a powerful strategy that began with changing the company name to Alter. Leveraging the new name, we created a sharp new logo, brand voice, communications package, and a stunning multimedia website. The rebrand spring-boarded the company to its next phase of building high-tech HQ offices and launching the largest development in its history—a $750 million innovation campus northwest of Chicago.
