With over 59 million square feet of properties under their management, CenterPoint Properties has established themselves as one of the leading industrial real estate firms in the United States. Their extensive property portfolio ranges from single-building properties to complex parks in markets all across the country. This depth of knowledge makes CenterPoint Properties a versatile and well-rounded real estate company. Frey Design has developed a longstanding relationship with CenterPoint and were excited to be able to assist them as they sought a brand refresh and website overhaul.
Since the CenterPoint brand is comprised of a multitude of different marketing materials for their wide scope of properties, it was important to create a document that functioned as a universal guide for company-wide use. Frey carefully crafted a brand guide that contains standards for all print and digital collateral for external uses, as well as guidelines for internal documents used for CenterPoint’s team. The result is a comprehensive, thoughtfully laid out document that articulates each brand standard clearly so that every employee has the ability to read and implement each piece.
An important part of the brand refresh was to revamp the way that CenterPoint was designing their print materials. These collateral pieces were necessary on the Corporate level, as well as their individual departments and markets. Frey’s goal became to hone the new emerging brand into a complete visual identity throughout all print assets. To do this, we designed and structured various brochures for each of their properties under the same creative styling. In addition, we created overarching styling for their illustrative assets. We also created a new system for their external marketing through signs and billboards, allowing for a cohesive and repeatable process.
After refreshing their print brand, CenterPoint sought to bring that same excitement and quality to their web assets. For their website, Frey redesigned their homepage and revitalized the interior pages to better align with their new print brand and have a stronger sense of their new visual identity. Some features that were highlighted in the refresh were the restructuring of the existing site with new colors, fonts, and layout. Frey also developed an overview video featuring a number of properties that was designed to match their new brand with engaging icons and motion graphics. To maintain the quality of the implemented new brand, it was imperative that we also created a website user guide detailing how to manage all aspects of the CenterPoint website. This allowed the internal CenterPoint team to take ownership of their site management using the considerate direction we laid out for them.