Client Profile:

Industry: Distressed Real Estate Advisement and Investment

Operations: North America

Employees: 10-25

Key Services/Solutions:        

Brand Identity

Web Strategy and Development

Content Strategy and Development

Collateral Development


RESIGHT Advise | Invest

Project Brief: Specialized Real Estate Firm Evolves its Marketing Capacities


RESIGHT was formerly International Risk Group, or IRG. The firm had evolved over time from their roots in commercial real estate underwriting, to become specialists in distressed and surplus real estate management and investment.

With a growth strategy in mind, the leadership wanted to redefine their organization to more quickly communicate their value. To this end, the company reached out to Ephektiv to assist with the re-branding and core messaging they could use to re-enter their market anew.


Ephektiv initially provided two key services for IRG/RESIGHT:

Brand Identity Development – As Ephektiv worked with IRG on building its strategic messaging platform, we learned about the two distinct solutions that the firm offered – Advisement and Investment in distressed or surplus properties.  To find a new name for the firm Ephektiv uses a tested process of creative brainstorming, lingual research and client/agency collaborative engagement. Ultimately, from over 500 options generated, the ability for the firm to facilitate value in the resale, reuse, and redevelopment of property spawned the name and logo type of RESIGHT Advise Invest. Ephektiv then iterated and revised prototypes of the brand identity, color pallet, typography, and graphical brand standards to establish a quality, scalable brand. (Click here to see the prototypes and final Brand)

MessageLabs – In parallel with the brand identify efforts Ephektiv facilitated IRG through our proven MessageLab strategic messaging methodology. This process helps organizations to build focused, dimensional messaging content at all parts of their organization ranging from the Corporate Overview level, down to the tactical aspects of proprietary value-adding processes and services. This approached proved critical in meeting the needs of a company that has two very distinct lines of business that require autonomy, but still gain value from integration. To learn more about the MessageLab Methodology, click here)

Additional Services:

As with many of the young or start-up organizations we work with, once we collaborate to build a dynamic set of strategic messaging assets, the discussion turns to Go-to-market strategy. Which is exactly what MessageLabs were meant to support in a pragmatic way. As RESIGHT became more clear and assured about what they offered, Ephektiv helped them to aid in educating the market as to what they do and why its valuable. We achieved this by helping the firm to build a robust thought leadership strategy leveraging Social and Traditional media. By taking the time to be clear about their offering, RESIGHT could then prioritize the generation of high-value content, and look across social media channels, trade publications, industry events, and direct marketing target segments, to schedule a continuous provision of quality content.


The output of this engagement was highly generative. Key assets and metrics include:

  • New brand identity for the firm
  • Brand standards manual and training
  • New and dynamic web presence
  • Bolstered social media presence and usage
  • Increased qualified sales prospects
  • Core messaging across RESIGHT, Advise and Invest lines of business, and various key industry offerings
  • Webinar assets and direct marketing
  • Direct email marketing
  • Social/Traditional marketing calendar generation and management