Hobbs Brook wondered

can we evolve our brand while preserving its equity?


  • Brand Strategy & Development

  • Identity Design, Guidelines, & Systems

  • Market & Competitor Research

  • Creative Concepting

  • Content Development

A property management company in Greater Boston for decades, Hobbs Brook was a household name around the water coolers in suburban office parks. That type of brand equity is invaluable and Hobbs sought to leverage that power to reposition the company as it was expanding into global real estate and development.  

building consensus and aligning the vision

New vision, new name, new identity…it all meant a lot of highly invested stakeholders. The Simon Group led strategic workshops where we listened to the legacy of Hobbs Brook—a story that wasn’t about brick and mortar, but about surrounding tenants with service, amenities, and premium office experiences.

With this perspective in mind, we articulated their vision and developed a corporate identity platform that respected their rich heritage while modernizing their brand and visual presence.

thinking long-term and planning ahead

After 70 years in business, there was a lot to consider in the rebranding initiative. We developed a global system which detailed creative and visual standards for all forms of communication, environmental graphics, and digital media.

keeping the market in the know

The reimagined Hobbs Brook Real Estate smoothly implemented their new brand to elevate awareness, frame discussion, and stake a leadership position in real estate and property management. Today, their brand is the benchmark of excellence for construction, acquisition, and development.

let’s turn your wonder into impact.