Group Fox Property Management: Case Study
(Continuing Study of Brand, Photography, Printed Materials, Advertising, and Web Design)

Group Fox is an example of a BRAND MODERNIZATION, or update. Essential elements are retained, while an entirely new program follows reminding the audience of the product. It may seem like a subtle change, but when married to a new campaign improvement is realized. In this case the logo was updated, while still retaining their recognizable fox head logo bug. The text in the new logo is lined up with the top and bottom of the fox's head still leaving the ascending ears, and the descending nose. Adobe Garamond was altered in the P to be more fox-tail-like. Inc. was dropped and titling case replaced small caps.

Group Fox Property Management (www.groupfox.com) manages about 20 properties in the Chicagland area. The vast majority of the units are rental apartments on the north side. The project goal was that Group Fox needed to be able to have some printed materials to be used as tools that:

• they could give away (cost was a concern)
• would enhance the Group Fox brand in a positive way
• would accurately describe the company visually and
• would be easy to understand for people renting apartments

So the challenge is to make the standard Chicago apartment look appealing, easy to understand, and then pursuade the buyer to go through a series of background and credit checks and verifications, ultimately having to come up with thousands of dollars before the company will give away their unit. So let's examine the user experience of Group Fox. They deal with the general public, anyone who is renting.

Moving is very transitional and can be stressful. Getting an apartment is a big decision. Many people don't have time to go and look at 7 or 12 apartments before they decide to move, usually on a immovable date, the first of the month. So the deadline is drawing near, where do I start?

The first thing that the typical renter is concerned about is location. Where you live is everything. Is it near public transportation? Is there parking? Is it convenient to my workplace? Is it the type of neighborhood that I belong in? Does it have the local restaurants or stores I prefer? We have to answer all of these questions in a few seconds, then we move on the the "Amenities". Does is have a washer and dryer, where is the washer and dryer? Is there a garage, work out room, fireplace, heat included, is it old, it is new? At this point your potential client, the person looking to rent can become confused or frustrated, especially if they have to run around town to tour these places one at a time, often dealing with various companies and property owners, or worse, free apartment rental service firms. There are so many variables to each particular property and location that you have to sort of hone in from the big picture, to the important details, to the minute details. People may end up living in an apartment location almost at random because they were too busy to really spend the time to consider all the options.

How do you discover where you want to live? Let's look at a map together. www.groupfox.com/all_prop_map.shtml

And so the negotiation begins.

Group Fox.com

The piece below is what we created to help renters with their decision making process. The first phase of the project was photography. I did all new photography of 29 buildings, inside and out. We wanted to show up-to-date images of the buildings as they are right now. So you can see the nice shots we took on the cover and back of the piece (A and E). These map/brochures sit in display stands in clear boxes outside of buildings, the design needed to attract the eye and grab people's interest to Take One Free and not throw it away. When you open the page (B) you are presented with exterior shots of all available options numbered with big red circles. As location is the number one concern, the user pages inward to find a map of the north side of Chicago area complete with matching red circles, and locations of the el train.

Is there a vacant unit? What sizes are available? How much does that unit cost? What kind of deal can you offer me? These types of questions are left AWAY from the printed page. It is necessary to speak with someone directly who has access to this timely information. The document just aides the conversation and helps the renter with the many decisions involved with relocating.

Once You Get Specific

Each individual property has it's own little information card that explains about the neighborhood, shows some enticing pictures, and has some general pricing and mapping information -including a map and the same red dot from the larger map/brochure.

There are 28 of these cards,

although four are shown below. They were designed to fit into your pocket, and to have the flavor of a Monopoly card, without actually making direct reference to Parker Brother's Monopoly game. They are on cardstock (very durable) and do not fold. Each neighborhood has it's own personality so we also shot photography of the areas around the building to give a sense of location with respect to the community. The more questions that are answered for the potential renter, the more likely they will actually lease an apartment.

Newly released www.groupfox.com



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