Back to the February 2007 issue.

CBRE (AXIS Product)

(by Peter Bohenek, President)

Axis is a CB Richard Ellis (CBRE) product that was created to enhance the value of a commercial real estate asset through increased operational efficiency and improved marketing capabilities. Axis can be defined as commercial real estate software that delivers world-class service by integrating these key areas: 1) The Marketing and Branding of an Asset; 2) Streamlined Efficiency, Continuity and Community; 3) Real-Time Communication Between Owner, Lease Broker, Tenant and Manager; 4) Greater Building Value.

CBRE created AXIS several years ago and has had good success in selling it, but the overall brand identity was inconsistent and desperately needed an overhaul to take AXIS to the next level. The ultimate goal was the development of a new brand image that would be consistently applied to several marketing vehicles. We began working with CBRE in July 2006 on the AXIS project.

The first step was understanding the product, the target market and how AXIS was previously branded and positioned within the marketplace. After initial discovery, we began working with the AXIS marketing team to develop the top level marketing messages that would become the foundation of the AXIS brand. We then developed the product tagline, the product benefit statements and the features list. The next step was the development of the AXIS logo and the corresponding style guide.

Upon the completion and approval of the logo, the tagline and style guide, we set out to create the marketing assets that would be used to sell AXIS. Within a 90-day time period we designed and developed the following assets:

  • The AXIS logo and the complete brand identity
  • The AXIS website
  • The graphics for the AXIS trade show booth
  • Letterhead, business cards, stationery and envelopes
  • A one-sheet brochure
  • Two Flash commercials complete with voice over, music, and animation
  • An informational CD with packaging and a detailed brochure

At the end of the project, CBRE rolled out the new AXIS identity and marketing assets. The entire asset services division was extremely excited with the new identity and associated messaging, as they felt it would greatly improve their ability to sell AXIS.

Overall the project was a great success as all goals and objectives were met if not exceeded. All timelines were achieved, and the feedback was overwhelmingly positive.

For more information about CBRE, AXIS or our involvement in this project, please contact us today!





Statistics Corner

Online ad spending is predicted to hit 20% of all advertising spending in 2007 according to a study performed by Outsell.

People spend an average of 39 minutes watching an hour-long webcast according to data provided by ON24.

Consumers use an average of 4.8 features on their mobile phone according to a survey conducted by the Mobile Marketing Association.

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