Gray Capital

Gray Capital is a private equity real estate investment and asset management firm. Unlike other real estate investment firms Gray Capital uses a more targeted approach, specializing in large multifamily apartments in secondary and tertiary markets throughout the United States.

Contemporary, confident, and cutting-edge, Gray Capital's new brand identity helps the brand further stand out amongst the ever more crowded world of real estate investment firms.


Gray Capital




Sole Designer




Strategy - Christina Frayne

Current problems

Rebrands in the real estate investment space have become more sophisticated and elevated in recent times. Fintech and SaaS companies like Fundrise, Cardone Capital, and CrowdStreet have brought new life to the market.

Gray Capital's branding was running the risk of feeling quickly dated and generic.

After speaking to stakeholders within Gray Capital two Opportunity Areas were developed that reflected an updated tone of voice for the company.
A Brand Foundation booklet was developed as a guideline for all design and brand tone-of-voice across all future touchpoints. The brand was refined after review from all stakeholders, combining aspects of both Opportunity Areas that resonated well with the team.
Brand Guidelines were also developed to help guide any further touchpoints from print to digital.

Design in Figma 🚀 Developed in Webflow
© 2022


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