alter rebrand

background & challenge

David Day Associates 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 with which to work.


brand identity

alter old logo


alter logo


With this shift in mind, we fully repositioned the Alter Group brand and developed a more crisp, clean brand identity for the visionary firm.


As the rebrand was underway, it became clear that an abbreviated name was also in order. The Alter Group has always been a nimble team of industry specialists able to navigate among larger companies in their same space. Thus, The Alter Group became Alter.


“The new name is both a recognition that we are a leaner, faster company and also that we have re-focused our strategy on our core products – class A offices, master-planned mixed-use developments and medical facilities under the auspices of our healthcare affiliate, Alter+Care,” said Michael J. Alter, company president.


Alter defines itself as a modern-day 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 future employees and innovators of the world who demand a completely different work experience. Channeling these ideas into one crisp image, we created a simple, yet stunning new logo for Alter.


The new brand identity intentionally incorporates the keyboard Alt key and moves the “er” outside of the key to visually convey the concept of Alter, a company that has altered the state of the real estate business by focusing on relationships, not just spaces. The brandscape continues this theme, as the intersecting squares represent the places created at the intersection of life and work.


Following the brand identity creation, we transitioned into the second phase of the rebrand: building a responsive website.


With their pioneering vision top of mind, we mapped out a gorgeous new website for the forward-thinking firm.


To truly bring Alter to life, we worked to design a luscious, experiential website, featuring music, videos and narration that allow users to hear, feel and fully immerse themselves in the Alter brand.