Brand Identity

The Steers Center for Global Real Estate at Georgetown University’s McDonough School of Business was looking to redefine the program’s brand direction. They asked Fuseideas to create messaging that would raise awareness of the Center, elevate their reputation, and help them compete against other strong academic commercial real estate programs.

Through our deep discovery and research process, which included qualitative interviews and comprehensive assessments of audiences and competition, we developed a brand foundation that focused on three key pillars: education, experience, and ethos. The last being a true differentiating factor for Steers. Now with a clear vision for the brand, our campaign centered around the insight that Steers students are well-rounded, educated, and experienced leaders who are committed to changing the world and in the process, give something back to it.

In partnership with our client, we produced a new identity for Steers which encompassed a brand personality, tone of voice, set of values and a modern identifying logo which symbolized the global reach Steers would have for the next ten years. Our team of designers and web masters set about building from the ground up a completely new and enhanced website. It focuses on the strength of Steers, as a place where academic and practical real estate knowledge meets cross-discipline expertise. All uniquely located at highly-ranked and respected Georgetown University. Our work consisted of discovery, planning and information architecture, user flow and experience design, content development, design, CMS, and site development. This translated into an eye-catching, awareness-building creative campaign, augmented with a digital and social media plan that targeted prospective students, potential employers, alumni, and other key constituents located in Washington, DC, Boston, New York, and San Francisco.