Lincoln Property Company (LPC) is a national commercial real estate firm that specializes in property leasing, management, and development—with a significant local presence throughout the Washington, DC metro area.
Throughout its 65+ year history, LPC has established itself as a reputable, trustworthy organization with an untarnished reputation. This foundation has always been a position of strength, but as the market pivoted—and larger competitors with modern, proprietary tools proactively made their marks—LPC knew they needed a seismic shift to reposition themselves to stay top of mind and ultra competitive. They turned to FOVNDRY, their strategic and creative partner for several years, to modernize their brand, amplify their client-centric approach, and showcase their full suite of services across the following deliverables:
FOVNDRY began with a stakeholder immersion with key LPC team members across verticals, followed by a comprehensive competitive audit to identify the unique differentiators and opportunities in this market. Armed with a refined positioning and associated messaging strategy, FOVNDRY developed an elevated and flexible design system—inclusive of a refined color palette and new typography, graphic, and photography styles—delivered as a comprehensive toolkit for ongoing rollout by LPC’s internal team.
The end result was a modern and flexible brand that showcases LPC’s deep history and hyperlocal expertise in the DC region, with all the integrated tools, resources, and capabilities to compete and succeed nationally.