Overview
Jerry Miller was creating a separate company from his existing, successful mixed-use development partnership, Miller Gallman, to launch a company directly aligned with his personal mission and vision. It was clear from the brand discovery process that his brand vision was already very focused, differentiated and relevant to a particular type of investor, bank and consumer.

The Challenge
The challenge according to Jerry was to clearly convey right up front just how different and meaningful this new brand of development will be. He came to Whole Brain to help name his new brand, and provide not just the creative ideas for his brand launch, but the strategic confidence to truly stand out from the crowd.

The Solution
Coming up with the name and position for this new brand was almost a no-brainer.

Strengthening and connecting the city – between the high-rises, in the neighborhoods, down on the street level – that’s the unique brand promise so well conveyed by the name Fabric Developers and tag line “Creating the places that connect us”. It conveys what they do as well as what they stand for.

It took the discipline of the brand positioning process, and some high-minded reflection during a New Urbanism seminar in Denver, for Jerry to gain the full conviction to climb out on that branding limb.

In a crowded market of uninspired, me-too company names, Jerry now has an instant edge. His company name, identity and messaging cut through the noise and start the conversation he’s out to own.