WANT Wins NYX Gold for Reef Capital Partners Rebrand

March 31, 2025

We’re proud to announce that WANT Branding has won a NYX Marcom Gold Award for our rebranding work with Reef Capital Partners, a standout in the luxury real estate investment space.

Reef came to us at a pivotal moment. With over $2 billion deployed across 225 transactions, a rapidly growing team, and marquee properties like Black Desert Resort and the Tiger Woods-designed Marcella Club, Reef had clearly outgrown its original brand identity. Their ambition, scale, and luxury positioning were unmistakable—but their branding didn’t yet reflect it.

WANT Branding partnered with Reef to completely transform their brand identity—creating a system as sophisticated and ambitious as the company itself.

Through in-depth discovery sessions and stakeholder interviews, we unearthed the essence of the Reef brand: a firm that not only structures highly complex deals but also prioritizes relationships and consistently delivers world-class luxury experiences. This insight inspired the brand’s new positioning: “Expect the Best.”

From there, we crafted a timeless, premium visual identity anchored in a refined wordmark and a confident color palette of classic black and deep blues—designed to stand tall alongside the world’s leading luxury brands.

We also built a clear brand architecture to organize Reef’s operations into three divisions—Reef Investments, Reef Real Estate, and Reef Lifestyle—bringing clarity and cohesion to their expanding portfolio.

The rebrand extended across all touchpoints, including:

  • A fully redesigned, consolidated website

  • Comprehensive brand guidelines

  • Custom photography and brand video production

  • Elegant investor-facing collateral

  • Executive presentation decks and fundraising materials

The result? A brand that finally matches Reef’s stature, sophistication, and ambition.

We’re honored to be recognized by the NYX Awards for this work—and even prouder to help shape the brand of a company redefining luxury real estate investment.

Want award-winning branding? Let’s talk.

View full case study here! 

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