Case Study
Capital Property Management
Web Design
Public Relations
Social Media
From property manager to consumer brand
With more than 100 historic properties in Portland’s most iconic neighborhoods, Capital Property Management is one of the cities oldest and most well-known property managers.
In 2018, the owner came to L&A with some challenges to its future. First, it maintained a conservative visual identity that was originally focused on earning the trust of property owners, not appealing to its larger consumer base. And second, as an accessible and local industry leader, it struggled to differentiate itself from the from the REIT’s, hedge funds, and large family offices that built new apartments and drove rents up exponentially in the city.
L&A worked with Capital and determined it was important for the company to rethink its business from being owner-centric to resident centric. This new way of thinking resulted in a revamped brand that accentuated the strengths of small local ownership, fair entry level rental rates, and experiences unique to Capital properties.
Project Goal
Over the next two years, we worked with Capital to transform its wordmark, logo, brand language, website, social media, media relations, and many resident-facing processes with the user in mind.
Today, the company is poised for its next 30 years of growth.
web design
Drawing on a brand refresh and new photography, we transformed Capital’s dated and confusing website using clean, intuitive design and images that emphasize their amazing properties.
Public & Community Relations
We streamlined many of the customer interfaces, published a tenant newsletter, and helped Capital and its tenants navigate communications around Covid-19.
social media
Social media remained an afterthought for Capital, even though they knew it could be doing more.
We began using it to its full capacity while providing a tone and images that feature available spaces and increase occupancy.
Since March 2021, we have seen the following results on the @capitalpdx Instagram account:
165+
Posts
200+
Stories
68%
Increase in Followers
