Disruptive industry events and market trends are transforming how the world works and how Colliers does business. Never has there been a more important time to strengthen brand awareness and reinforce Colliers’ position as the strategic force leading the industry forward. The focused goal was to assert Colliers as the benchmark for confidence, stability, and future-readiness as the industry rapidly evolves.

We collaborated with 15 global leaders to align with long-term strategic business goals and achieve success on this project. We worked most closely with the Director of Global Brand Operations, the Director of Global People Operations, the Global Chief Brand and People Officer, and executive leaders representing five global regions—US, LATAM, Canada, EMEA, and APAC—to leverage unique insights and expertise.

Colliers aims to be seen as an indispensable strategic partner in accelerating client success worldwide, so we centered our strategy under the banner of “Accelerate your success.” This big idea is simple, meaningful, and omni-directional, highlighting Colliers’ role as a success accelerator. The strategy is crafted to engage three key audience groups—Investors, Occupiers, and Talent—and cultivate deeper relationships with each.

We crafted the tone of voice to be Empowering, Direct, and Conversational, strategically designed to enhance connection and trust with their diverse audiences. The empowering tone motivates and supports clients, the directness ensures communication is clear and authoritative, and the conversational style makes the brand more relatable and accessible.

As skillsets and resources in each country vary, the campaign copy needed to be easy to execute. We developed a messaging framework to adapt to each audience by using a dynamic messaging approach that swaps out the word “success” for various other nouns that resonate with and empower the different audience segments. This customization maintains the core message while directly addressing audience-specific goals.

One of Colliers’ requests was to have a vast but simple visual system that felt consistent and memorable but could be flexible to work across any touchpoint. A key focus of the creative was the thoughtful evolution of the color palette and using elements inspired by the logo’s geometry to create a sense of movement and progression, echoing the theme of acceleration. This was paired with a motion suite that would gain momentum as it began to move to support the theme of “Accelerating success.”

We directed and developed creative to illustrate how the campaign could be brought to life across a series of channels/mediums, including display, social, and print advertising, email marketing, video/motion applications, event/tradeshow applications, and social media.