Capital Property Management
From property manager to consumer brand.
With more than 100 historic properties in Portland’s most iconic neighborhoods, Capital Property Management is one of the city's oldest and most well-known property managers.
In 2018, the owner came to L&A with some challenges to its future. First, it maintained a conservative visual identity that was originally focused on earning the trust of property owners, not appealing to its larger consumer base. And second, as an accessible and local industry leader, it struggled to differentiate itself from the REIT’s, hedge funds, and large family offices that built new apartments and drove rents up exponentially in the city.
- Strategy & Consulting
- Messaging
- Design & Production
- Awareness & Engagement
We determined it was important for the company to rethink its business from being owner-centric to resident centric. This new way of thinking resulted in a revamped brand that accentuated the strengths of small local ownership, fair entry level rental rates, and experiences unique to Capital properties.
We worked with Capital to transform its wordmark, logo, brand language, website, social media, media relations, and many resident-facing processes with the user in mind. Today, the company is poised for its next 30 years of growth.
Visual ID & Web Design
Drawing on a brand refresh and new photography, we transformed Capital’s dated and confusing website using clean, intuitive design and images that emphasize their amazing properties.
Awareness & Engagement
We streamlined many of the customer interfaces, published a tenant newsletter, and helped Capital and its tenants navigate communications around Covid-19.
Social Media
Social media remained an afterthought for Capital, even though they knew it could be doing more.
Through content production and account management, we helped realize the full potential of Capital’s channels. Social media became a key form of outreach to potential tenants, highlighting available spaces and increasing occupancy.
In the first year, we produced following results on the @capitalpdx Instagram account:
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165+ Posts
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200+ Stories
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68% Increase in Followers
Project Services
Strategy & Consulting
Research
Audience Definition
Brand Audit
Messaging
Core Brand Messaging
General Copywriting
Brand Identity & Voice
Design & Production
Visual Identity
Web Design & Development
Collateral & Environmental
Photography & Video
Awareness & Engagement
Outreach and Awareness Campaigns
Social Media Strategy and Management
Performance Analytics
Content Production
Website Maintenance
Newsletter and Blog Production