Group Fox - Brand Identity Case Study

Group Fox is an example of a BRAND MODERNIZATION. Essential elements are retained, while an entirely new program flows reminding the audience of the product's relevance.

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 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 create printed marketing collateral 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 an immovable date, the first of the month. So with a deadline is drawing near, where do you 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 and 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.

I provided Group Fox with an updated brand so people would feel they could trust the company, photography, signage, brochures and advertising to get the word out, and a website to fine tune the search.