Piedmont Realty Trust is a fully integrated, self-managed real estate investment company focused on delivering exceptional work environments.

Driven by a passion for progress and the power of service rooted in the art of PLACEmaking, Piedmont is ever-redefining the standard of office experience with a steady lens on hospitality-level service, intentionally curated spaces, and community-centric experience.

At a pivotal point of growth and repositioning, Piedmont came to Nimble. ready to distinguish its brand voice, reimagine its visual identity, and amplify its PLACEmaking approach through a story-driven, visually-telling website experience.

We began our process with deep-dive discovery and an in-depth messaging workshop, where we identified the key drivers behind Piedmont’s brand repositioning, honing in on its differentiating approach to customer service and experience.

We identified key audiences and benchmarks for an effective brand re-launch and developed a detailed brand strategy to ensure roll-out momentum and long-term connection.

Piedmont’s foundational brand positioning spotlights purpose-forward messaging to inspire internal audiences and intentional storytelling to cultivate external trust.

When approaching identity development, our goal was to create a flexible visual brand inspired by the connection and experiences deeply felt within each Piedmont PLACE.

Through an adaptive design process, we resolved and defined a versatile identity system inclusive of a complementary set of formal-facing logomarks and custom-crafted ‘signatures’ capable of flexing based on specific needs—from external corporate marketing to property-level applications. Anchored by a color palette conveying warmth and hospitality, Piedmont’s identity distinguishes itself as a purpose-driven innovator within the industry.

We next advanced a range of connected brand marketing tools, from everyday stationery to specialty video and customized presentation decks.

The capstone of the Piedmont brand is its new corporate website, an immersive experience, punctuated by connective story and feature photography, that proudly presents PLACEmaking and its tangible impact.

Commencing with web architectural discovery, where we identified key audiences, technical pain points, and opportunities for innovation, we approached web design through the lens of user clarity and strategic resolve. Through a months-long process, we led the simplification of site architecture, content strategy, design, and development of a wholly new, responsive site experience.

View full site: piedmontreit.com

Piedmont recently unveiled its new brand at its annual ‘all staff’ retreat to a warm embrace and genuine enthusiasm for its adoption.

Nimble. is honored to serve as brand partner and extends a respective and animated ‘cheers’ to the entire Piedmont team for its thoughtful collaboration and commitment to this strategic rebrand process.

Services

Discovery and Competitive Analysis

Brand Positioning and Messaging Development

Visual Identity Development

Tangible and Digital Brand Extensions

Web Design and Development

Team Credits

Client
Piedmont Realty Trust

Industry

Commercial Real Estate