A10 Capital, a leader in direct bridge and life company commercial loans since 2007, needed a makeover of their brand to stand out in a bustling, competitive CRE landscape and showcase what makes them truly exceptional. They needed a completely refreshed brand identity that would drive key goals in bolstering A10’s success in the commercial real estate lending space: build brand awareness in the industry, drive business growth in the marketplace, promote awareness of A10 Capital’s product offerings and differentiated value proposition.
The new brand would need to resonate within the commercial real estate finance industry and demonstrate what sets A10, its people, and its services apart, in a crowded, highly competitive, and turbulent industry. Idea Hall completed a landscape analysis of the industry and key competitors to understand A10’s playing field and deployed qual and quant employee surveys to glean what the team felt were stand out features of their firm. These tactics anchored the strategy in data-driven insights to inform the brand persona, new messaging and a look and feel that resonates with CRE stakeholders.
Idea Hall worked with A10 to develop strategic and cost-effective ways to build the momentum needed to drive collaboration and efficiencies to create a suite of assets showcasing the new A10 brand on a tight 3 month timeline. At the recommendation of Idea Hall, A10 Capital launched the new brand roll out at one of the CRE industry’s premier events, MBA CREF24, leveraging a key moment-in-time and maximizing the impact of this significant company milestone.
