Tenant Advisory Group

Challenge

Tenant Advisory Group (TAG) is a commercial real estate broker in Chicago. As strategic partners, they help their customers with new lease and lease renewal negotiations with property management companies. Experiencing a growth phase, TAG needed to refresh their brand and visual identity to help tell a new story and connect with customers in a competitive market.

Solution

My goal was to develop a brand that both looked and sounded contemporary and professional, while speaking to customers in a manner that reflects TAG's value proposition. As an advocate for tenants, it was important to convey TAG’s approach to working on behalf of their clients. Building trust is fundamental to strengthening their relationships—and they do that by educating tenants on the issues and guiding them through the process.

To begin, I created a conversational communication structure consisting of two categories of brand messaging: TAG TRUISMS and FACTOIDS. TAG TRUISMS reflect the beliefs and values of TAG as a company. FACTOIDS speak to industry data and key issues in the field of corporate real estate. Both elements work to educate and inform the audience. Furthermore, I developed four topic-specific areas for organizing issues that reflect TAG’s process and approach: Negotiate with Knowledge, Succeed with Strategy, Change with Confidence, and Grow with Guidance. This communication structure carried across all branded touchpoints—from their business cards to their advertisements to their website.

My role: Account Services, Strategy, Design, Copywriting