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CLIENT

CCIM Institute

 

MY ROLE

UX Research

Project Management

Marketing Design

SUMMARY

For 2 years, I helped Silva Brand, a branding agency based in Chicago, elevate their most significant client's brand through the power of design thinking.  

SUMMARY

For 2 years, I helped Silva Brand, a branding agency based in Chicago, elevate their largest client's brand.  

PROBLEM STATEMENT

Although the CCIM designation is the commercial real estate industry's most prestigious certification, it faced several issues which compromised the brand:

1. Increased competition from university degree and certification programs

2. Increased competition from other real estate organizations

3. Lack of clarity on how the buyers of CCIM expertise are perceiving the organization and its designation

PROBLEM STATEMENT

Although the CCIM designation is the commercial real estate industry's most prestigious certification, it faced a number of issues which compromised the brand:

1. Increased competition from university degree and certification programs

2. Increased competition from other real estate organizations

3. Lack of clarity on how the buyers of CCIM expertise are perceiving the organization and its designation

Project Goals

Project Goals

1. Attract a younger demographic to an older perceived organization 

2. Showcase the power of the designation and how it elevates a career

3. Enhance customer experience and create a more fluid brand experience throughout all marketing touchpoints, including their Chapters located throughout the world

4. Promote the power of the designation in a more sophisticated and advanced way

5. Promote the power of the network within CCIM

6. Enhance visual elements throughout the brand while still maintaining it's current visual elements 

1. Attract a younger demographic to an older perceived organization 

2. Showcase the power of the designation and how it elevates a career

3. Enhance customer experience and create a more fluid brand experience throughout all marketing touchpoints, including their Chapters located throughout the US

4. Promote the power of the designation in a more sophisticated and advanced way

5. Promote the power of the network within CCIM

6. Enhance visual elements throughout the brand while still maintaining it's current visual elements 

WHY DOES IT MATTER?

The CCIM designation is conferred upon commercial real estate leaders who have a proven record of success in the field and have demonstrated a mastery of financial, market, and investment analysis.  We needed to ensure that the power of the brand correctly reflected the power of the designation, and required multiple real estate audiences to comprehend what precisely a CCIM could do for them. 

WHY DOES IT MATTER?

The CCIM designation is conferred upon commercial real estate leaders who have a proven record of success in the field and have demonstrated a mastery of financial, market, and investment analysis.  We needed to ensure that the power of the brand properly reflected the power of the designation, and needed multiple real estate audiences to comprehend what exactly a CCIM could do for them. 

WHY DOES IT MATTER?

The CCIM designation is conferred upon commercial real estate leaders who have a proven record of success in the field and have demonstrated a mastery of financial, market, and investment analysis.  We needed to ensure that the power of the brand properly reflected the power of the designation, and needed multiple real estate audiences to comprehend what exactly a CCIM could do for them. 

Research

While the quantitative and qualitative interviews were already conducted before I joined Silva Brand, I was able to participate in the post-interview debrief process. Customer needs were already identified and are presented below - while I did not create these myself, they are here for context.

Jobs to be done to be credited to Geroge Vavaroutsos, the Senior CX Strategist at Silva Brand.  


While the quantitative and qualitative interviews were already conducted before I joined Silva Brand, I was able to participate in the post-interview debrief process. Customer needs were already identified and are presented below - while I did not create these myself, they are here for context.

Jobs to be done to be credited to Geroge Vavaroutsos, the Senior CX Strategist at Silva Brand.  


Jobs to be done

Investment Knowledge

When users are considering investment decisions, they want a methodology that helps avoid subjective and improvised analysis so that clients don't lose money on investments.

Investment Knowledge

When users are considering investment decisions, they want a methodology that helps avoid subjective and improvised analysis so that clients don't lose money on investments.

Access to Experts

When users don't feel confident about making specific investment decisions, they want access to experts who will give them relevant insights so they can avoid mistakes.

Access to Experts

When users don't feel confident about making specific investment decisions, they want access to experts who will give them relevant insights so they can avoid mistakes.

Market Insight

When CRE professionals need market data they want unlimited access to sophisticated market intelligence in a user-friendly platform, so that they can feel confident that their decisions will lead to the best possible outcomes.

Market Insight

When CRE professionals need market data they want unlimited access to sophisticated market intelligence in a user-friendly platform, so that they can feel confident that their decisions will lead to the best possible outcomes.

Credential

When users don't stand out in the CRE industry, they want to accomplish something challenging that will give them recognition, so that they can accelerate their career.

Credential

When users don't stand out in the CRE industry, they want to accomplish something challenging that will give them recognition, so that they can accelerate their career.

Credential

When users don't stand out in the CRE industry, they want to accomplish something challenging that will give them recognition, so that they can accelerate their career.

Value Creation

As a CRE professional, they want to learn how to develop additional revenue streams that are not dependent on market cycles, so that they can get away from transactional work and build wealth beyond the commission or salary.

Value Creation

As a CRE professional, they want to learn how to develop additional revenue streams that are not dependent on market cycles, so that they can get away from transactional work and build wealth beyond the commission or salary.

Career Mentoring

When they are unsure about their career, they want access to the right people to help them make smart career decisions, so that they can choose more satisfying and lucrative options.

Career Mentoring

When they are unsure about their career, they want access to the right people to help them make smart career decisions, so that they can choose more satisfying and lucrative options.

Below is a preview of the affinity map which enabled us to organize important interview highlights into product-related categories.

Please note, confidential information has been blurred.

Below is a preview of the affinity map which enabled us to organize important interview highlights into product-related categories.

Please note, confidential information has been blurred.

researchpanel

What did our users say?

What did our users say?

"It is a high-level college, but if nobody knows what it is, then it’s letting itself down, it’s not living to its true potential”  


"I think it needs to have a marketing program that really gets the acronym, the CCIM name out into the industry outside of the brokerage. I know the brokers know what a CCIM is, but the owners of commercial real estate, the lenders, the bankers, the attorneys, all of the industries that support CCIM…”  


"What are we doing to market ourselves and create the brand identity to our customer, to educate the potential user of our services that we are here and we have the expertise and we are CCIMs?”  

"It is a high-level college, but if nobody knows what it is, then it’s letting itself down, it’s not living to its true potential”  


"I think it needs to have a marketing program that really gets the acronym, the CCIM name out into the industry outside of the brokerage. I know the brokers know what a CCIM is, but the owners of commercial real estate, the lenders, the bankers, the attorneys, all of the industries that support CCIM…”  


"What are we doing to market ourselves and create the brand identity to our customer, to educate the potential user of our services that we are here and we have the expertise and we are CCIMs?”  

The Opportunity

Create a cohesive and compelling brand architecture and storytelling platform that honors CCIM’s legacy and enterprise-level objectives. To achieve this, utilize a design-centric approach to observe behavior through qualitative data and CRM data to draw conclusions on CCIM’s critical audience segments wants and needs.

Create a cohesive and powerful brand architecture and storytelling platform that honors CCIM’s legacy and enterprise-level objectives. To achieve this, utilize a design-centric approach to observe behavior through qualitative data and CRM data to draw conclusions on CCIM’s critical audience segments wants and needs.     

Projects that got us there:

Reflection

Working with Silva Brand on these projects has been a pleasurable and career-shifting experience. Throughout those 2 years, I was able to define my design practice even further on real projects that had real-world outcomes. Having the opportunity to work alongside senior experts in the field enabled me to become a more precise and thoughtful designer. This project taught me to be hyper-focused on the details - without such precision, one could end up creating a product, service, or brand that no one would want to use.  Spending the extra time and making sure processes are done correctly has a significant and invaluable impact for both the client and their customer. I now ensure that through every project I'm commissioned on, I review and re-review everything to provide the highest quality of work possible, and I thank the collaboration with Silva Brand for showing me the ropes. 

Working with Silva Brand on these projects has been a pleasurable and career-shifting experience. Throughout those 2 years, I was able to define my design practice even further on real projects that had real-world outcomes. Having the opportunity to work alongside senior experts in the field enabled me to become a more precise and thoughtful designer. This project taught me to be hyper-focused on the details - without such precision, one could end up creating a product, service or brand that no one would want to use.  Spending the extra time and making sure processes are done correctly has a significant and invaluable impact for both the client and their customer. I now ensure that through every project I'm commissioned on, I review and re-review everything to ensure the highest quality of work possible, and I thank the collaboration with Silva Brand for showing me the ropes. 

"Sean worked with us for about 2 years and he distinguished himself with his professionalism and his strong work ethic. Sean’s skills straddle many aspects of media and his understanding of brand, design and business theory were huge advantages in his UX work. He is a team player and a hard worker. He also works well in client-facing roles because of his social skills and maturity."

- Tom Silva, Principal of Silva Brand

"Sean worked with us for about 2 years and he distinguished himself with his professionalism and his strong work ethic. Sean’s skills straddle many aspects of media and his understanding of brand, design and business theory were huge advantages in his UX work. He is a team player and a hard worker. He also works well in client-facing roles because of his social skills and maturity."

- Tom Silva, Principal of Silva Brand

"Sean worked with us for about 2 years and he distinguished himself with his professionalism and his strong work ethic. Sean’s skills straddle many aspects of media and his understanding of brand, design and business theory were huge advantages in his UX work. He is a team player and a hard worker. He also works well in client-facing roles because of his social skills and maturity."

- Tom Silva, Principal of Silva Brand

"In both larger strategic projects and more mundane work, Sean always focuses on clarity, simplicity, and creating the best possible experience for the end user. Whether it’s designing a B2B service or a marketing touchpoint, I had complete confidence that Sean was going to produce the best possible solution." 

- George Vavaroutsos, Senior CX Strategist of Silva Brand 

"In both larger strategic projects and more mundane work, Sean always focuses on clarity, simplicity, and creating the best possible experience for the end user. Whether it’s designing a BtoB service or a marketing touchpoint, I had complete confidence that sean was going to produce the best possible solution." 

- George Vavaroutsos, Senior CX Strategist of Silva Brand 

"In both larger strategic projects and more mundane work, Sean always focuses on clarity, simplicity, and creating the best possible experience for the end user. Whether it’s designing a BtoB service or a marketing touchpoint, I had complete confidence that sean was going to produce the best possible solution." 

- George Vavaroutsos, Senior CX Strategist of Silva Brand 

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