Creating and Defining the CMSA Brand
"Thor has an enthusiasm that is infectious. It is this can do attitude and confidence that clearly is felt by others."
The Commercial Mortgage Securities Association (CMSA) looked to Percepture to help redefine and reestablish its position as the recognized authority for education and insight in the commercial real estate industry.
As part of an overall rebranding program, Percepture conducted an audit to rediscover CMSA’s key benefits to its membership and how it wanted to be perceived by this all-important constituency. This included gathering and review all externally-facing materials – advertisements, brochures, Web site internally published magazines, direct mail and more – as well as conducting in-depth interviews with senior leadership.
Percepture then lead a complete rebranding initiative, updating the global associations’ entire brand image – from logo to letterhead, and all elements in between. We also redesigned the CMSA web site and created a comprehensive brand standards guide to ensure the long-term consistency of the brand.