When Nova Property Management came to me they had a brand that was reasonably well understood and somewhat familiar in the industry and among the existing client base, in short terms, the brand was not broken. Here the enterprise was to recreate the solid and trustworthy business model that the founder (Eric Michael) had established with those he had been doing business with and rely on a brand that did not powerfully communicate what made Nova Property Management unique, tried and true to the ever changing market with its technological resources and lightning fast pace. This rebrand to Atlas NYC originated in the classic interest of wanting to appear at the top of directories and more recent desire to garner greater search engine placement and it was my job to make those considerations work when it came to the graphical language and in the tone of its communications. The new Atlas NYC brand declares a commitment to “Put Your Property On Our Shoulders” here, in the greatest city in the world.