Metropolitan Realty Group
Industry
Deliverables
Web URL
Scott Jaffee founded the Metropolitan Realty Group (MRG) with a vision of compassion and community, developing a welcoming environment for both tenants and employees. After over 20 years of managing affordable housing, he sought to revitalize MRG’s brand amid a market dominated by impersonal financial firms. This renewal included a new logo, print materials, and a custom, accessible website that reflected their unique approach.
Introduction
Evolving a Brand With a 20+ Year History
Our approach to brand identity and logo design reflected MRG’s rapid growth both in and outside of the New York metro, sprouting towers above the treeline with a calm, authoritative M positioned in their shadow. The final product stands as a grounding marker for the web page navigation, as well as a standalone visual for print and collateral applications.
Brand Identity
A Website for the Premier Developer of Affordable Housing
An of-the-moment website is what MRG needed most in presenting themselves to tenants, government agencies and key stakeholders, communicating safety, sensibility and a human-to-human touch. We reworked MRG’s website hierarchy into a simple, elegant journey that logically organized and previewed their properties, recent news, company information and online tenant resources. The new information architecture created a seamless exploration of the company, and successfully positions MRG in the best light to a wide range of audiences.
Website Approach
Property Presentation: Seamless Exploration and Informed-Decision Making
We designed an intuitive properties page, allowing users to easily navigate and filter properties by region or location. Each property's detail page offers a comprehensive view, featuring a gallery of images, property and neighborhood information, recent renovations, and local transportation options presented through an interactive map. This user-friendly interface enhances the browsing experience and empowers users to make informed decisions about their housing needs.
Properties Portfolio
Strengthening Tenant Engagement: Digital Enhancements
The new website enhanced the connection and interaction between property tenants and MRG. With a dedicated 'Contact My Property' page featuring essential contact information and safety notices, tenants now have easy access to important resources, including a payment portal for convenient rent payments. Our team also facilitated e-newsletters to keep tenants informed about safety updates, programs, and local events, fostering a stronger sense of community engagement.
Tennant Connectivity
From Park Lake to The Horizons
Our agency was instrumental in rebranding Park Lake, an affordable housing community on Long Island visited by Martin Luther King Jr. and untouched since the 1950s, until MRG took over for revitalization. Involving tenants through a town meeting, the new brand 'The Horizons' was born, featuring an 'H' formed by clean gradient lines, representing a bright future. We carefully selected color schemes and building materials to ensure a cohesive visual identity that resonates with residents.
Branding a Community
Elevating Environments: Physical Branding Solutions
In addition to crafting the brand identity for 'The Horizons' community, our agency created mockups of recommended colors for the building exterior renovations, ensuring a cohesive aesthetic that could revitalize the entire property. We also designed signage for all areas of the community, further enhancing its visual appeal and guiding residents and visitors with clear and welcoming directions.
Brand Styles the Physical Environment
MRG Content Strategy: Amplifying Impact Across Platforms
To bolster brand visibility and showcase MRG's impactful work, we devised a comprehensive content strategy spanning various platforms. Through strategic deployment across social media, the company blog, website, and targeted e-blasts to tenants and followers, we ensured that MRG's mission and achievements were effectively communicated to a wide audience. This multifaceted approach enabled us to highlight the organization's contributions and engage with stakeholders on multiple fronts.