creative officers. At DDG, founding member Peter Guthrie is also the firm’s CCO and head of design and construction. Will Cooper, a partner at Brooklyn-based ASH, is CCO and leads the firm s design team and brand strategy.
New York City real estate has become incredibly competitive, with a surge of luxury housing,” said Jay Solomon, chief creative officer of Sugar Hill Capital Partners. “One way to distinguish your product is to have unique branding and design and a fully immersive experience for buyers and renters.
Last year, Sugar Hill pivoted away from just renovating apartments and began giving each property its own brand identity by also redoing lobbies, hallways and other communal spaces, he explained.
If you did not have a chief creative officer, you might have your architect planning the interiors different from the branding, Solomon said. It s true that these things could meet and come to some sort of consensus, but I laid out my vision for the project and put each team to task.
At Compass, Spangler will lead the firm’s “creative studio,” which will work on company-wide branding and individual agent brands.
“In a world where there’s more and more options … brand, storytelling and design is critical,” he said. “It’s not a new path, it’s a path that the world’s greatest brands are investing in heavily, so we feel like it’s an area to invest in as well.”
Tags: branding, compass, Residential Real Estate
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