JLLIPT- Brand Philosophy & Investor Story

Challenge
JLL Income Property Trust is a complex daily NAV REIT. Before the refresh, the brand felt dark and dated, the website was cluttered with too many choices, and different teams described the strategy in different ways. Advisors struggled to retell the story to clients, and the materials didn’t fully reflect the scale and discipline of a multi-billion-dollar, institutionally managed portfolio. The 2025 marketing plan called for a major brand refresh, stronger content, better digital experiences, and more polished events.

Approach

• Built the brand platform. Defined a full brand philosophy for Income Property Trust—purpose and promise, brand personality (“Steadfast Assurance,” “Strategic Vision,” “Quiet Authority”), values, emotional and functional benefits, messaging architecture, and customer-journey touchpoints—so everyone worked from one story.
• Led the brand refresh rollout. Directed the firm-wide refresh, establishing messaging frameworks and creative guidelines used across digital, print, video, and events; the work was recognized internally as a best-in-class execution.
• Modernized the visual system. Reimagined core materials—quarterly updates, fund literature, presentations—using more property photography, more white space, an updated color palette and typography, and the “cornerstone/angular” motif to visually express the idea of building lasting legacies.
• Streamlined the website experience. Reworked content and navigation so users see fewer choices on the front end but can easily drill deeper into performance, risk, and portfolio detail—aligning the site with the new brand philosophy and simplifying the advisor journey.
• Cascaded the story across channels. Provided creative direction for investor communications, executive presentations, brand videos, and event AV, ensuring the same clear investor story showed up in every sales meeting, webinar, and campaign.
   

Results

• Gave Income Property Trust a unified brand and investor story for a ~$7B AUM daily NAV REIT, providing a scalable platform for campaigns, literature, and product extensions.
• Enabled capital-raising efforts that captured about 30% market share in 2024 for the strategy, with a clearer, more modern brand behind every advisor and investor touchpoint.
• Supported $1.5M in incremental sales through national events and webinars that used the refreshed story, visuals, and AV to deepen advisor engagement.
• Reduced friction for internal teams by giving them a single, well-documented brand platform—making it faster and easier to create on-brand, investor-ready materials without constant rewrites or redesigns.