Annaly Capital Management, a leading mortgage real estate investment trust (REIT) listed on the New York Stock Exchange, worked with the FGI creative team on design communications and rebranding. The goal was to build a more recognizable brand and stronger presence in the company’s industry, and create a consistent companywide visual system that functions across all media and resonates with their target market.
One of the main objectives was to visually unify Annaly’s family of investment subsidiaries with the parent company by developing a common look and streamlined brand architecture. Using elements from each investment’s brand, which had visual capital they wanted to retain, along with the master brand, we designed a tailored, color-coded branding and marketing communications system that reflected the organization’s business objectives, heritage and strategic outlook. In addition, we worked with Annaly on creating the company’s brand identity manual, annual reports, and collateral materials. The goal, and final result, was a more powerful and strategic communications program that represented Annaly’s strengths, leadership, culture and commitment to stakeholders.