[ Commerical Real Estate Developer ]
SRG Commercial Real Estate
Brand Strategy
Visual Identity Design
Logo redesign
Stationary Branding
Website Redesign
Corporate Video
Positioning a Real Estate Powerhouse for Its Next Chapter
[ ABOUT ]
Built on Experience. Driven by Results.
SRG Commercial is a full-service real estate brokerage operating across retail, industrial, office, land development, multi-family, and niche-use categories like daycares and franchises. Founded by Khaled Al Hajbeh and Ahmad Azzarkani, the firm blends over a decade of regional expertise with a national network, closing $35M in transactions in 2023 alone.
With deep roots in the DMV area and a reputation for tenacity and professionalism, SRG supports investors, developers, and business owners through leasing, sales, 1031 exchanges, and strategic site selection. Their mission is simple and powerful: We Deliver. You Thrive.
[ project background ]
A Brand That Needed to Catch Up to the Business
Despite growing rapidly and delivering exceptional results, SRG’s brand identity didn’t reflect the strength or scale of their work. The firm lacked a visual system that communicated confidence, expertise, and market leadership.
They needed more than a polished look, they needed a cohesive, elevated brand experience that could reinforce trust, command attention, and support continued expansion into new sectors and markets.
[ CHALLENGES & LIMITATIONS ]
Outdated Identity and Fragmented Brand Presence
SRG’s previous branding lacked consistency and strategic design. The typography, logo usage, and digital presence felt disjointed and didn’t reflect the professionalism of a firm doing millions in commercial deals annually.
There were also practical challenges, no scalable system for applying the brand across platforms, no internal alignment around brand tone, and limited visual cohesion in marketing or sales materials. This diluted their impact during first impressions and reduced brand recall among prospects and partners.
[ THE OBJECTIVES ]
Create a Modern Brand That Communicates Strength and Sophistication
SRG engaged Detour to build a brand that would align with their business trajectory. The goals included:
Developing a premium identity system that reflects their market authority
Designing a logo that communicates confidence and motion, with visual versatility across mediums
Creating clear brand guidelines to ensure consistency across digital, print, and partner-facing materials
Enhancing internal brand discipline and external trust through consistent application of color, typography, and layout standards
The ultimate goal was to turn SRG into a standout brand in a crowded real estate market.
[ OUR APPROACH ]
From Vision to Visuals: Crafting a Brand That Wins Trust Fast
We started with a full audit of SRG’s current brand footprint, competitive landscape, and growth goals. Drawing from this, we created a refreshed brand architecture centered around strength, reliability, and forward momentum.
The new logo system uses bold custom typography and a gold swoosh, symbolizing elevated service and strategic movement. We expanded the brand with a modern type system (Outfit), a clean color palette of black, gold, and neutral grays, and a library of scalable digital and print assets.
To ensure brand discipline, we developed detailed brand guidelines covering logo usage, spacing, pattern design, stationery, and accessibility standards. This system equips the SRG team with tools to scale the brand across listings, signage, social, and proposals without losing cohesion.
[ THE RESULTS ]
A Brand That Now Matches the Business
SRG Commercial now shows up with confidence in every interaction. The new identity exudes credibility and professionalism, whether applied on property signage or client-facing decks. The clarity of the visual language helps the brand stand out and be remembered, while the internal toolkit allows the team to work faster and with more consistency.
With a stronger brand foundation, SRG is positioned to attract higher-caliber partners, expand into new regions, and build long-term brand equity, one deal at a time.
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