Leasehold's identity is designed to work with a tagline or the Berkshire endorsement.
Leasehold Capital Corporation, a commercial real estate finance firm, came to Filament Group for help establishing an identity and developing print materials to communicate their unique approach to real estate financing, lease management and property development for retail, industrial and commercial organizations.
Leasehold Capital was a newly established company, but it had a long heritage and established backing — it's a subsidiary of Berkshire Development, and real estate development company with 30 years experience and an extensive portfolio of commercial and industrial development; and Leasehold enjoyed the support of RBS Greenwich Capital, a subsidiary of The Royal Bank of Scotland. Leasehold's identity and message would need to convey a sense of establishment and reliability in keeping with these strong roots, and at the same time incorporate freshness and innovation.
Filament Group worked with Leasehold to explore a range of identity directions, from simple text treatments to combination text and logotypes to abstract marks. Ultimately, Leasehold Capital chose an identity that combined classic typography energized with a subtle overlap and a stairstep of stabilizing, architectural rules.
Filament developed an extended print identity system for Leasehold Capital, including brochures, project sheets, business cards, and document templates.
Filament Group then helped Leasehold draft and refine a corporate message that articulated Leasehold's unique capabilities and value, and adapted that message for a formal, full-color capabilities brochure that showcased its broad range of services to support discussions with targeted prospects and several simpler, 2- and 4-page capabilities sheets and project templates for use at trade shows and other industry venues.
Filament extended the custom printed materials into a modular and extensible identity program and print system for Leasehold Capital, including business cards, letterhead, and custom document templates for correspondence and PowerPoint presentations.