Concrete Management
The family office of real estate.
Concrete manages and transforms property assets: around 150 apartments under management, thirty people, more than fifty clients. Online, almost none of that existed.
Brand Appart rebuilt the brand from the name up, replacing Hello Montaigne with an identity aimed at the clients the company actually wants: multi-owners, investors, family offices.
The challenge
A business invisible online
Dozens of clients, thirty employees, and no digital presence to speak of. Everything had been won by word of mouth, which does not reach the client profile the company now wants.
Premium, without becoming unreachable
The audience runs from an investor's family office to a tenant who needs reassurance. Too luxurious and the tenant is intimidated. Too accessible and the investor moves on.
Two audiences, one site
The site had to serve owners looking for a manager and tenants looking for a place to live. One brand, opposite intentions, the same few screens.
Brand Strategy
Selective by design.
The positioning settled on the family office register: exclusive, selective, discreet. Not a manager taking every mandate that comes, but a partner choosing who it works with.
That framing does the acquisition work. Word of mouth and LinkedIn bring the prospect in. The brand's job is to make them feel they are being let in rather than sold to.
Brand Identity
Let the assets do the talking.
Two directions were explored. One humanist and premium, built on serifs, an earthy palette of burnt orange and pistachio, with discreet architectural iconography. The other contemporary, playing on the solidity the name suggests: a heavy monospace logotype, modular, structured on a system of blocks and points.
Both share one rule. The photography of the assets, Parisian and Mediterranean, carries the brand, and the design exists to elevate it: full-screen images, a logotype given real width, a layout that breathes. In this category the proof is the property, not the logo.
Deliverable
A brand, and the site it needs.
We ran the positioning workshop, developed the creative directions and moved into the site: brand platform, logotype and typographic system, colour palette, iconography, and the architecture of the website, with a B2C property search section for medium-term rentals sitting alongside the B2B offer.
Stationery was deliberately dropped from the scope. Business cards and letterheads look good in a presentation, but the acquisition happens on the site, and that is where the budget went.
Result
Existing online, at last.
Concrete now has a name, a system and a site that match the level of its portfolio, so a prospect who types the company in finds something worth looking at.
Selective on the surface, reassuring underneath. That balance is what lets the same site speak to an investor weighing a mandate and to a tenant looking for somewhere to live.
