Associa

The Ask

Associa faced the challenge of standing out in a crowded real estate market and communicating its value proposition to potential customers as the company rapidly grew. While working as Creative Director for Associa, I partnered with Workshop Built to help create a refreshed, distinct brand identity reflecting their progression from a boutique property management company to an international presence.

The Solve

The team conducted thorough research on Associa's target audience, competitors, and overall market conditions to develop a comprehensive brand strategy. The strategy focused on creating a modern, minimalist, and timeless visual identity aligned with Associa's values and business goals while paying homage to its roots. Our design team worked to create a new verbal brand, typography, color palette, imagery, and design elements that incorporated both traditional and contemporary elements. The result was a striking new brand identity that stood out in a crowded marketplace and conveyed Associa's expertise and dedication to quality service and innovation. We also implemented new technology solutions and branch templates to help each branch location express its personality and give a direct point of contact to the communities they serve. By utilizing Webflow, we can quickly personalize and create new sites for acquisitions as they enter the Associa family of brands. Continuing the templatized approach, I led and implemented a digital asset management system that allowed for quick self-serve tools, allowing field employees to quickly access and customize the latest collateral from Associa HQ while maintaining the new brand standards.

Post-Project Success

The new Associa brand identity generated a significant boost in leads and conversions, with higher engagement rates and a lower bounce rate across all sites. The positive feedback from branch employees and the communities Associa serves confirmed the success of the rebranding project. With my team's help, Associa reestablished itself as a leader in the HOA management industry, setting them apart from competitors and communicating its commitment to providing top-quality services to communities across North America. The rebranding project was a resounding success, and Associa enjoyed renewed energy and excitement around its brand, both internally and externally.