Becoming the very thing you’re meant to be is a process. From the beginning, it takes effort, planning, vision. Never does it happen all at once. The span from idea to identity is unbound to a timeline. When the work manifests and elements align, only then is it ready. Then, and just then, it can say, “here I am.”

That’s how it was with StoryTrack’s help. To share the news. To tell the tale. To lift the veil.

Understanding is everything, so we began uncovering the intricate details of CRG and its brand in interviews with key stakeholders. After we understood them through and through, we set out to work sharing what we learned.

The reveal we created at StoryTrack was multi-sensory experience, one that enticed and surprised the senses—taste, touch, sound, sight. It’s one thing to ask brokers, landowners and tenants to take note. It’s quite another to stage an introduction and invite others to revel in the company’s success, which was our aim. Since we wanted them to raise a glass to CRG, we partnered with Pivot Design to give them everything they needed: a gift box outfitted with custom whiskey, whiskey stones and, of course, glasses with creative messaging that drove the introduction home. Then the libations went out to an exclusive group. The premiere mailing made a lingering first impression.

That wasn’t our only move; there were more channels to employ.

Alongside that personalized mailing, we put on a show. The brand film we crafted was powerful and distilled CRG’s new brand. But we didn’t start from scratch. Since Clayco has been a longtime client, we were able to pull footage from our extensive asset library. We added drone, jib, and dolly videography, allowing us to focus on what we love– telling a visually compelling story. The visuals we wove were impactful and made more powerful once coupled with driving music and authoritative narration. The result was a video that crescendoed. Every aspect emulated CRG’s brand persona. It explained who CRG is and how they are shaping the future of real estate development. When it was all said and done, StoryTrack, together with CRG, had made a statement while making a name for itself. And the announcement was worthy of a toast.


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About the Author

Lori Dowd

Lori Dowd is an award-winning filmmaker and founder of StoryTrack Studio. For over 20 years, she has directed and produced programming for a range of corporate, non-profit, online and broadcast partner/client.