A New Name in New York Real Estate
Superform led an entire re-branding of the firm. Previously the firm was known as a local property owner and manager in the Brooklyn neighborhoods.
However, we wanted to move the firm in a new direction, identifying with larger-scale institutional competitors.
Superform played an active role helping the partners to figure out exactly what that meant and what image we wanted to portray to the market, including a new name, and mission statement.
- Michael Zito, Partner
Prior to engaging Superform, the Manhattan-based firm was focused on value-add transactions in the New York Metropolitan area, targeting multifamily, mixed-use, and industrial assets that could deliver attractive risk-adjusted returns.
Superform’s strategy began with comprehensive interviews with key stakeholders and workshop sessions that set out to define the firm’s values, mission, and key differentiators, learning about the challenges and pain points that a reimagned brand and new content would need to overcome.
As part of the discovery process, we understood that the single biggest factor that would unlock a new future for the firm was dependent on finding a new name.
With the positioning established, Superform employed a design thinking approach to find a new company name that represented the values, brand attributes, style, tone, and emotional concepts the firm and its founders wanted to convey.
AULDER IN FOCUS
Aulder arose as an alternate spelling of alder, a resilient birch tree that symbolized the partners’ long-term commitment to its investors, and its market.
The Aulder brand represents:
Once the new brand was brought to life, applying it across the entire organization became the next major challenge. Everything from signage, print materials, digital materials, email signatures, web content, and investor communications needed to be brought into alignment with the broader brand strategy.
Superform worked tirelessly with the Aulder Capital team to ensure consistency and alignment across every touchpoint.
The firm’s website – aulder.com – now details recent acquisitions, as well as background information on Principals and staff, offering investors, stakeholders, and real estate professionals a thorough glimpse into the firm’s successes, as well as the pragmatic, research-driven mission that drives the organization.
We knew acquiring a “.com” web domain would be extremely important and valuable. After combing through thousands of options, and 50-60 viable ones, a clear winner emerged.
Aulder Capital has seen accelerated growth since rebranding. Their investment portfolio has expanded beyond Brooklyn and Manhattan include properties across the Northeast. Meanwhile, the successful onboarding of more investors has facilitated the acquisition of higher-value properties. The firm’s website shares recent acquisitions, as well as background information on both the partners and staff, offering investors, stakeholders, and real estate professionals a thorough glimpse into the firm’s successes, as well as the pragmatic, research-driven mission that drives the organization.
In the year that followed the rebrand, we have been able to substantially scale up individual transaction size as well as geographic diversity. The average investment size has more than doubled, and also includes more complex transactions such as mixed-use assets.
With each new geography, we introduce ourselves to various market players (sellers, brokers, lenders, etc.) and the firm identity is an important part in proving who we are to audiences that have not heard of us in their local market previously.
- Michael Zito, Partner