SunCor
SunCor - a mixed-use development company based in Arizona, but operating regionally - underwent significant changes in leadership, including a visionary new chief executive.  For their 20th anniversary, it was time to refresh their brand and make it more relevant to their five diverse divisions. That’s where Moses Anshell came in.

We began with an analysis of their existing brand, including putting together a plan to investigate current levels of awareness and perceptions. To get to a core understanding of the company, we talked directly with those who know it best, conducting 1-on-1 interviews with SunCor leadership, the board of directors and corporate partners.  Focus groups were created to understand the feelings of the end-users (residents, tenants, golfers, etc.). And, a comparative/competitive analysis was compiled to illuminate the impact of the SunCor brand in context with its competition. All, of this, combined with further secondary research gave us what we believe is the essence of the SunCor brand. After holding it up as a mirror to the folks at SunCor, they agreed.

We learned that the diversity of SunCor’s business practices is seen as a strength. In other words, that SunCor can create quality office parks and golf courses assures their consumers that a SunCor condominium will be similarly desirable.  But more important than that, we came to understand that everyone involved in a SunCor project takes pride, not only in the quality of its creation, but in its ongoing contributions to the community.  They are more than developers of land - they are artists who create places where people can thrive.  This idea of "place creation" became the essence of the SunCor brand, including a new logo and typeface that demonstrates all that SunCor has to offer, along with the imagination and originality that goes in to each SunCor development. All of this is summed up in SunCor’s new tagline: "The Art of Place".