Its former identity was monochromatic, flat, and largely devoid of meaning. Its messaging relied heavily on the broad and easily misunderstood phrase “corporate real estate.” Across the website, presentations, proposals, and collateral, neither the visual brand nor the content adequately communicated the sophistication of Gola’s process or the value of its business model.
VFC was engaged to rebrand Gola, redevelop its communications, and manage the complete brand experience moving forward.
We surveyed stakeholders, conducted market research, examined the national competitive landscape, and created a comprehensive strategic plan. That work defined Gola’s objectives, audiences, personality, positioning, voice, and most meaningful competitive advantages.
The research revealed an important disconnect. Gola had long operated exclusively on behalf of corporate occupiers, combining tenant representation and project management in one accountable process. However, that difference was either unclear or buried beneath generic industry language.
VFC developed a positioning and messaging system that put Gola’s occupier-focused advantage front and center. Every headline, body copy section, and call to action was rewritten to tell a clearer, more consistent, and more persuasive story.
The new identity brought that story to life visually. Its mark incorporates the letters GCRE, Gola Corporate Real Estate, into a complex linear symbol. Architectural and maze-like, it represents both the built environment and the complicated transactions Gola helps clients navigate. Familiar orange and blue were retained, then elevated into a lively, flexible system with the energy to compete and the sophistication to honor Gola’s pedigree.
The new identity was only the beginning. VFC redeveloped Gola’s website, proposals, tenant-representation presentations, stationery, sales collateral, email campaigns, photography, and social communications as one connected system.
Positioning informs the message. Messaging guides the content. Content and identity work together across every touchpoint. VFC continues to manage that system, helping Gola maintain consistency while responding to new opportunities, communications needs, and business objectives.
What once felt fragmented and applied as an afterthought now presents one cohesive Gola brand: experienced but energetic, sophisticated but accessible, and fully equipped to stand apart from larger, louder competitors.
”Working with VFC was a genuinely strategic partnership. They took the time to understand what makes our firm different and built an identity that communicates that clearly. From the new logo and website to our collateral and sales materials, everything now reflects who we are. The VFC team was responsive, collaborative, and easy to work with at every stage, and the result is a brand we’re proud to put in front of prospects.
Mark GolaPrincipal, Gola Corporate Real Estate
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