Project Overview
GRAPHEK partnered with NAIOP, a leading commercial real estate association with 22,000 members and 55 chapters across North America, on a comprehensive renaming and rebranding initiative. The organization became CREDA, the Commercial Real Estate Development Association, a name that reflects the full scope of its modern membership.
From research, brand strategy, naming, and messaging to visual identity and launch assets, GRAPHEK built consensus across a complex network of national leadership, members, and chapters of varying sizes and resources. The result is a flexible, accessible brand system that honors the association’s legacy, supports consistent implementation across 55 chapters, and positions CREDA for future growth.
To help announce the rebrand and drum up excitement for the brand launch, GRAPHEK produced an animated billboard ad that was revealed on the Nasdaq Building in Times Square, New York. Click here to see the motion video.
CREDA's new logo maintains the credible and trusted presence that its members expect. This functional and visually appealing logo contains 45 degree angles and straight lines that together emphasize the letter 'D' for development, a vital component of bringing together communities.
The CREDA palette reinforces the logo colors and provides a flexibility that will stay innovative over time.
As a result of extensive research, implementing a 60-30-10 rule (60% of a space dedicated to a dominant color, 30% of a space reserved for a supporting shade, and 10% of a space for an accent color) provides the most successful outcomes for CREDA's materials.
The Block and Incline are the core shapes in CREDA's visual branding. An integral part of the logo, these shapes can also be used in a variety of configurations that create a flexible and consistent visual language.
The suite of sub-logos complements the main logo and successfully translates the new brand across CREDA's programs.
