Lipinski Property Services, inc. and R.E.I.T. Management merged in 2011 and needed a new identity. Their respective service offerings were complimentary but they needed to stand out in an industry with a ton of parity. The branding for the separate entities was inconsistent and the Lipinski name needed to be transitioned out. We started familiarizing ourselves with the industry by looking at competitors, trade publications and, of course, listening to the client’s perceptions of the playing field. Before anything was created or strategies recommended we worked to understand the subtleties and nuances within the market. We then presented multiple name ideas with initial thoughts on tone and style. After the logo work was done, we then provided a comprehensive guide on how the logo should be used in various applications.