[ REAL ESTATE DEVELOPER ]
Cohn Property Group
Brand Strategy
Visual Identity Design
Logo redesign
Stationary Branding
Website Redesign
The Brand Behind $1B+ in Transactions: CPG’s Transformation Story
[ ABOUT ]
Local Expertise. Strategic Execution. Proven Results.
CPG is a real estate brokerage and advisory firm serving Maryland, Virginia, and Washington D.C. With over $1 billion in closed transactions and 55+ years of combined experience, the team focuses on land sales, investment deals, and 1031 exchanges. Known for their deep local relationships and strategic approach, CPG helps clients navigate deals with clarity, precision, and results.
[ project background ]
Rebranding After a Merger: Unifying Two Legacies.
CPG approached Detour at a pivotal moment. After merging two established real estate entities, the firm needed to unify its identity under a single, cohesive brand. While both companies brought strong reputations and deep regional ties, the newly formed group lacked a clear, modern brand presence that reflected their scale, expertise, and future ambitions.
They weren’t just looking for a visual update, they were seeking a full strategic rebrand that would preserve their legacy, align internal messaging, and position them more competitively in a fast-moving market. The goal was to build a brand that communicated trust, professionalism, and clarity across all client-facing touchpoints, from pitch materials and proposals to their digital presence.
[ CHALLENGES & LIMITATIONS ]
Outdated Perception Holding Back a High-Performing Firm.
Before the rebrand, CPG was operating under a fragmented identity following the merger of two respected real estate firms. While both brought strong reputations, their combined brand lacked cohesion. Their visual identity felt outdated, their messaging wasn’t aligned with their value proposition, and the firm’s market presence didn’t reflect the scale or sophistication of their work.
This created friction during early-stage conversations with investors, municipalities, and partners, where trust and clarity are critical. Internally, teams were using inconsistent materials, and externally, the brand lacked the presence needed to support their next stage of growth.
[ THE OBJECTIVES ]
Strategic Goals That Guided Every Creative Decision.
The objective was clear: establish a single, unified brand that reflected CPG’s legacy, inspired confidence, and positioned them for continued growth. We set out to create a brand that was not only visually compelling, but also strategically aligned with their goals, both short and long term.
This meant defining a clear brand narrative, developing a visual identity system that could scale across print and digital, and delivering materials that would help CPG compete in high-value conversations. Every step, from discovery workshops to final rollout, was built to align messaging, design, and digital experience with the firm’s ambition and credibility.
[ OUR APPROACH ]
From Insight to Execution: A Brand Strategy That Reflects Real Value.
CPG approached Detour at a pivotal moment. After merging two established real estate entities, the firm needed to unify its identity under a single, cohesive brand. While both companies brought strong reputations and deep regional ties, the newly formed group lacked a clear, modern brand presence that reflected their scale, expertise, and future ambitions.
They weren’t just looking for a visual update, they were seeking a full strategic rebrand that would preserve their legacy, align internal messaging, and position them more competitively in a fast-moving market. The goal was to build a brand that communicated trust, professionalism, and clarity across all client-facing touchpoints, from pitch materials and proposals to their digital presence.
[ THE RESULTS ]
Stronger Perception. Clearer Story. Better Opportunities.
The result was a modern, cohesive brand that preserved CPG’s legacy while projecting the professionalism and scale of a top-tier real estate firm. Their new identity communicates confidence and clarity across all materials, proposals, presentations, digital platforms, and beyond.
With a stronger first impression and more consistent brand experience, CPG is now positioned to build trust faster, compete for larger opportunities, and grow without the limitations of a fragmented identity.
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