How We Built Verado Property Management

It really is all about positioning, and nowhere else is this more true than with Verado.

Functioning in a crowded, legacy-driven market is never easy as a modern startup. But when they tapped us for a complete reinvention, we couldn’t have been more ecstatic.

Crowded markets force our work outside the box. See how we did it here.

Verado is pitted against stalwarts of the space, who function off notoriety and economies of scale.

Understandably, the Verado team had taken inspiration from those legacy brands when designing the original brand. Now, with years of excellent work under their belt, it was time for a change.

Verado enters as a small, agile firm with a tech-forward, operations-focused service. But it’s like going up against Apple in the smartphone market – you have to grab the attention of the early adopters first.

First up was a new name. After weeks of workshopping, we landed on a made-up word – Verado.

Standing in stark contrast to the utilitarian names of competing agencies, Verado brings visions of vistas. Taking inspiration from Italian phonetics, the name connects with Manhattan’s large Italian population and feels homegrown.

We found that Verado’s competition failed to articulate the how of their work. Our messaging focuses on crafting pastiches that show that how.

Verado becomes utterly, unmistakably unique – a new-age firm with old-school values.

Verado tapped Pink Robot to undergo a complete reinvention from the ground up – new name, logo, positioning, messaging, strategy, website, and focus.

In the process, we delivered dozens of pages of strategy and research, a deeply collaborative live creative direction process, and hours of out-of-scope work because we loved the project.

Now the work continues. The future is bright for these Manhattanites.

Verado Property Management

THE ASK

THE MOVE

THE RESULTS