REEF
Elevating a Real Estate Powerhouse to Match Its Premier Portfolio
- Gold: MUSE Creative Award for Corporate Identity (2025)
- Gold: NYX Award for Marketing Campaign / Branding Strategy Campaign (2025)
- Gold: Titan Award for Best Rebranding Effort – Best Corporate Rebranding (2025)
For nearly two decades, Reef Capital Partners has been quietly reshaping the luxury real estate landscape. As they developed marquee properties, including Black Desert Resort and Marcella with its Tiger Woods-designed golf course, a disconnect emerged: their brand presence hadn’t kept pace with their remarkable business growth. They approached WANT for a brand identity reflecting their true stature in the industry and positioning them alongside the world’s premier luxury brands.
We began with comprehensive discovery sessions to uncover what truly set Reef apart in the market. These insights revealed their exceptional ability to structure deals, prioritize investor relationships, and deliver extraordinary luxury experiences. From this foundation emerged the positioning “Expect the Best“—a simple yet powerful promise that became central to all brand communications. We created a sophisticated wordmark and refined color palette anchored by classic black with complementary blue and earth tones. To organize their portfolio, we developed a clear brand architecture with three distinct divisions: Reef Investments, Reef Real Estate, and Reef Lifestyle.
The rebrand extended across all touchpoints through a completely new website consolidating multiple previous sites, comprehensive brand guidelines, photography capturing their extraordinary properties, brand videos showcasing their vision, marketing collateral supporting investor communications, and executive presentation templates. This holistic approach successfully elevated Reef’s market presence to match their exceptional portfolio while providing flexibility to showcase both the corporate identity and individual property brands—positioning them for continued growth with a brand platform worthy of their ambition to stand among the world’s premier real estate investment firms.
