Cresa Unwraps Refreshed Image, Messaging
"Our company has also evolved into a different and exciting trajectory and so we had to reimagine what Cresa can be."
WASHINGTON, DC–Cresa, a full service tenant advisory firm, recently unveiled a rebrand of their image and messaging.
“We have been strategically working on this updated branding for about a year now,” says Jim Underhill, Cresa’s CEO. “We knew that we needed to invest in a state-of-the-art website but our company has also evolved into a different and exciting trajectory and so we had to reimagine what Cresa can be.”
“One of the biggest differences,” continues Underhill, “is migrating from a respected boutique to our clients working with one of the largest commercial real estate firms in the world. Cresa’s goal is to firmly situate ourselves as the best and largest global occupier-advisory firm.”
With their relaunched brand, the firm is also positioning itself for a commercial real estate landscape that has significantly changed.
“The business has gotten more sophisticated and complex,” says Underhill. “Tenant representation is now a much smaller part of what we do. We now always engage strategically with our clients at the C-suite level. We aim to align ourselves with their strategic objectives.”
Underhill further explains some of the changes he has observed lately includes the recruitment and retention of talent and the importance of labor analytics (actionable business intelligence that helps control labor costs and improve workforce productivity).
“To do our job well, Cresa is not just about finding space, it also encompasses scientifically locating space based on important data,” says Underhill. “For instance, many states and cities have incentive programs to attract businesses. We strive to understand and analyze all of that information as a service to our clients.”
Some of their client needs include project management, investment banking, and raising capital, he says.
“We’ve invested heavily to bring in top talent to provide even more services,” says Underhill. “Cresa has certainly evolved ahead of the industry and we look different than we did even 5 years ago. The unveiling of our rebranding and refreshed content is a major indicator of our innovative mindset as we continue to service our clients.”