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Alter Website

Immersive Web Experience Personifies Alter Brand

In the summer of 2015, dda collaborated with longtime client and one of America’s preeminent commercial real estate developers, The Alter Group, to refresh the firm’s 60-year-old brand.

Over the past few years, there has been a significant, brand-driven shift in Chicago commercial and residential real estate. With so many players in the game – brokerages, developers, architects and more – brand is becoming an important deciding factor when selecting a firm to work with. With this shift in mind, dda completely repositioned the Alter Group brand and developed a more crisp, clean brand identity around the abbreviated name, Alter.

Alter defines itself as a new economy firm that understands the future of work: to drive serendipity, engagement, productivity and innovation. Alter understands that office environments must be able to attract and retain the future employees and innovators of the world who demand a completely different work experience. With this pioneering vision top of mind, dda mapped out a gorgeous new website for the forward-thinking firm.

To truly bring Alter to life, dda worked to design a luscious, experiential website, featuring music, videos and narration that allow users to hear, feel and fully immerse themselves in the brand. The responsive, premium website launched in January of 2016.

Read more about the Alter rebrand here.

The rebrand of Alter was a significant event for the company – the first in more than three decades and a bellwether of a whole new strategic direction for the firm. A lot was riding on it. To create the new identity, we collaborated closely with David Day’s superb team of designers and project managers to work through the brand process in order to create something that would grow organically from the soul of our company. Throughout, dda was extraordinarily agile and very in-depth in their analysis of our brand. They ultimately ended up producing the new logo in the first round. We immediately knew this was what we were looking for. We then worked with them to scale this into the entire brand identity and and our fabulous new multimedia website. What’s unique about the firm is their commitment and passion. They care deeply and are invested in doing the very highest quality of work. I can’t imagine working with anybody else, and I know that the power of our brand was significantly greater by virtue of their care, attention to detail and superb communication skills.

- Tom Silva, Alter

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