Development made different
Randy Scully, the founder of Scully Partner Group (SPG), is a local developer that does things differently. His focus on sustainable urban development preserves the Bozeman community — from structures to neighborhoods — and unique ethos of the American West. In strategically resurrecting and reinvigorating tired old buildings predominantly in the core historic district, SPG is breathing new life into downtown Bozeman. Massive built a comprehensive and cohesive brand family across traditional and digital platforms to support that interdisciplinary mission.
Scully Partner Group
Multifaceted Branding
Several considerations impact strategy when building a house of brands:
SPG is the parent company to three separate and unique entities:
Adaptively reusing the forgotten buildings of yesterday for tomorrow, SPG creates intelligent, professional workplaces for the range of consumers and micro-economic drivers that keep the downtown Bozeman historic district vibrant. By extrapolating all that is good and functional in these abandoned spaces — while beautifying and building out the less-than-charming details — SPG capitalizes both on its margins and footprint.
Its branding, likewise, is unapologetically simple. SPG's logo is a straightforward initialism based on the company name. The website landing page visually and verbally grounds the mission of the company in constructive reuse projects sensitive to historical preservation. The remaining content throughout the site and marketing materials focuses on the portfolio, with multimedia samples highlighting the before, during, and after of each unique project.
A historic renovation project, The National is a literal resurrection of a towering old building on Bozeman's Main Street. Tasked with naming and branding the undertaking, Massive began in the obvious beginning — with history. After researching the building's origins, we discovered that it had housed banking institutions since it first opened for business in the 1920s. Its current within-blocks proximity to a number of banks secured it as an anchor point to a newly defined downtown financial district. The name “National” reinforces the building's financial origins and connection to the historical backbone of the region and country. The logo is sedate and structured, gently reminiscent of vintage signage. All digital and print collateral echoes that aesthetic.
Strata is an adaptive reuse project that converted Bozeman's abandoned Elks Club into a multi-level office building housing four separate businesses on each of its floors. Strata signifies the stratification of the businesses across the floors, while simultaneously giving a nod to the layering of rock and wilderness surrounding downtown Bozeman. The logo — its stylized name — features a modern font, and identity branding follows suit — simple, straightforward, corporate — defining “a space built for business.”
A remote office-space building, Venture houses 18 furnished and unfurnished office suites, in addition to communal shared spaces, to support incubator opportunities and networking. Embodying a new business venture and the concept of venturing out to try something new on one's own, the name just makes sense. Venture's logo and brand identity are slightly more dynamic than the others, mirroring the movement and energy of the building's occupants and the nature of entrepreneurship.
