Carr Properties Rebrand
Project Overview
Carr Properties is a privately held real estate investment trust that owns, develops, and manages high-quality office properties across Washington, D.C., Boston and Austin. At the time of the project, the company managed a portfolio of 13 commercial office properties totaling more than 4 million square feet, with additional developments underway.
As the organization evolved and expanded its portfolio, Carr Properties undertook a comprehensive brand transformation to better reflect its focus on workplace experience, hospitality, and tenant wellbeing.
My Role
As part of the internal leadership team, I provided creative direction for the company-wide rebrand, guiding the development and implementation of the new brand identity across corporate communications, marketing materials, and digital platforms.
This included collaborating with external creative partner Design Army, directing the translation of the brand strategy into a cohesive visual system, and overseeing the rollout across internal and external communications.
Creative Approach
The rebrand aimed to shift Carr Properties’ positioning from a traditional real estate developer to a company focused on experience-driven workplaces and hospitality-inspired environments.
The visual direction emphasized clarity, sophistication, and flexibility, allowing the brand to scale across corporate communications, property marketing, digital platforms, and environmental applications while maintaining a cohesive identity.
Key Deliverables
Brand identity development and logo system
Brand guidelines and implementation standards
Corporate website
Brand film
Marketing publications and brochures
HTML email templates
Logo
As part of the 2019 rebrand, Carr Properties partnered with Design Army to develop a new visual identity that reflected the company’s evolving focus on workplace experience and hospitality.
I provided creative direction throughout the identity development process, collaborating with Design Army to translate the brand strategy into a refined logo system that could scale across corporate communications, property marketing, and digital platforms.
The final identity established a more contemporary and flexible visual foundation for the company’s expanding portfolio and brand communications.
The Carr Experience
As part of the brand evolution, Carr Properties introduced The Carr Experience — a philosophy centered on creating workplace environments that support tenant wellbeing, productivity, and connection.
Creative materials were developed to communicate this new positioning, highlighting how design, amenities, and building operations contribute to a more engaging workplace environment.
Sustainability Report
The rebrand also supported the launch of Carr Properties’ first annual Sustainability Report, which communicated the company’s commitments to environmental stewardship and tenant wellbeing.
COVID-19 Communications
During the COVID-19 pandemic, the brand system was extended to support tenant communications and safety initiatives.
Creative materials developed during this period included:
a tenant guidebook outlining building protocols
infographics communicating health and safety measures
environmental signage
an informational safety video
These materials helped ensure clear and consistent communication with tenants during a rapidly evolving situation.
Project Impact
The rebrand repositioned Carr Properties as a hospitality-driven workplace developer, establishing a cohesive brand system that supports corporate communications, property marketing, and tenant engagement across the company’s growing portfolio.