Keating Resources is a multi-faceted real estate investment and management firm owned by fifth-generation American entrepreneur, Gerard Keating. Keating Resources specializes in agriculture, real estate and supply chain services. The company sought a rebranding that reflected both their values and unique approach to real estate. Frey Design not only conceptualized a clear brand strategy and visual identity, but a completely remodeled website, social media, and marketing collateral.
Frey Design wanted to create a visual identity and brand strategy that aligned closely with the company culture of Keating Resources. Their unconventional global and friendly approach to clientele breaks the mold of a traditional commercial real estate corporation. A warm color palette was integrated into the logo and imagery of the Keating brand, creating an inviting visual identity. Echoes of Keating Resources’ personality as a company resonated throughout the entire branding process.
In developing Keating Resource’s website, Frey wanted to emphasize the Keating name and history. Rather than create a traditional “About Us” page on the website, Frey Design incorporated a Legacy page. The Legacy page not only discussed the background of the company, but the background of Gerard Keating and his entrepreneurial ancestors. This gave visitors an in-depth look at what made the Keating Resources brand work: global ties, personal engagement, and family. Showcasing the various Keating ventures as well as news updates on the landing page immediately introduced visitors to the main goals of the company and where it was heading in the near future.
Frey Design created in-depth print collateral for Keating Resources with an intelligent layout and expertly crafted content. The main goal of these brochures and documents was to ensure flexibility for future client use. This way, Keating and Frey Design could easily revise documents for multiple target audiences, customizing the content toward particular potential clients. Through textured maps and in-depth looks at Keating properties, potential tenants were able to understand the entire leasing process in a concise and clear structure.
To enhance the brand’s personal approach to its clients and network, Frey Design created and is now managing all social media for Keating Resources. Updates regarding the brand can now be shared on platforms such as Twitter, LinkedIn, and Instagram. These platforms allowed for personal interactions between Keating Resources and their followers, sharing press releases, news related to the brand or commercial real estate, and updates regarding the company’s growth.