Client Mack-Cali Sector Corporate Share LinkedIn Twitter Email
We helped create

Art Direction
Identity System
Website Design

A Well-earned Gold.

A noted place-maker and community-builder, Mack-Cali is leading the transformation of New Jersey’s Gold Coast with a winning portfolio of iconic residential and commercial destinations. Driven to build places of positive impact, they take an integrated, holistic approach to every project, incorporating and reinvesting in local voices, interests and spaces for results that create new ways of belonging, engender neighborhood pride and enrich the lives of the community.

Continuing a long-standing collaborative partnership, Mack-Cali engaged REA to help shape a brand story, strategy and brand identity aligned with their mission to capture an ever-increasing share of the New Jersey waterfront, while celebrating their ongoing pursuit of excellence.

Pivoting around the notion of “going for gold”, the new identity is vibrant and enthusiastic. Alluding both to the Gold Coast and exceptional achievement, a warm, rich palette pops with gold, while upbeat copy employs a can-do language. The brand logo, though retaining its historical wordmark, has been simplified and refined to feel clean and contemporary.

A central element of the rebrand is a responsive website that serves as Mack-Cali’s calling card. Light, open and user-friendly, the site combines both lifestyle and aspirational moments with a clean, rational design for easy browsing of the firm’s extensive portfolio and new strategic plan.

Subversively bold and impactful, a print outreach campaign across key trade magazines and newspapers drew attention to the new positioning, while also supporting and enhancing it. A suite of additional internal and external materials, from video presentations to market brochures to sell sheets, extends and reinforces the new identity, ensuring that when it comes to asserting its influence in the market, Mack-Cali is golden.

The new brand and color palette is unapologetically norm-breaking in a saturated market of corporate convention.

Jersey City, NJ