Edlen & Co.

Edlen Krage Sherman Impact Real Estate

Work created at Think Joule

Deliverables: Brand Illustration Library & System, Iconography, Motion Graphics, Graphic Design, Social Media, Website Pages & Assets, Advertising, Photography

Summary: The founders of Gerding Edlen Development (GED) sought branding in their transition to their new company, now called Edlen & Co. They are a national leader in sustainable real estate development, specializing in urban mixed-use development. The new company of Edlen & Co. refocused on affordability, social equity and sustainable development as they reintroduced themselves to the marketplace. An illustration and icon library was built out as a pillar of the brand to communicate this new refocusing.

Results: Taking a more humanizing and community-oriented approach, Edlen & Co.’s brand heavily utilized a mix of stunning site photography with its flexible illustration library. The brand authentically communicates the company’s focus of forward-thinking sustainable development with community engagement.

Project Team: Think Joule, Edlen & Co.

 

The brand was designed to utilize the flexible illustrative cityscapes to communicate the company’s ethos in sustainability and community roots. The urban designs can also be adjusted to become the highly iconic scenes displayed in the projects in Edlen & Co.’s portfolio, from Honolulu to Chicago and from Boise to Boston.

 

Nature played a key role in the iconography and graphics as sustainability is a cornerstone of the company. All illustrations seek to show off the combination of city with their lifeblood of parks, waterways, and public transportation

 
 

With a fully designed and ever-growing library of icons and illustrations, any new and existing project can show off its pride for place. Whether you’re a humble apartment complex in Idaho or a soaring eco-tower in Seattle, Edlen & Co. wants to show the love the community and earth deserve.

 

Accreditations

  • Agency: Think Joule

  • Creative Director: Jennifer Bryan

  • Account Manager: Jamie Bourgidou

  • Brand Architect: Danielle Breck

  • Senior Designers: Bre Tauscher, Keri Bonn

  • Brand Producer: Emilie Beath

  • Client: Edlen & Co.

  • Photos: Edlen & Co., Think Joule. Please inquire for individual images

For complete case study see Think Joule