Ackman-Ziff

CAPITAL MARKETS & ADVISORY

Ackman-Ziff is the industry’s preeminent boutique real estate capital advisory firm, serving institutional owners and developers across debt, equity, and structured finance from its New York headquarters and regional offices. What began as focused assignments on advertising creative and ICSC booth design evolved into a multi‑year engagement, during which In Good Company became the steward of the firm’s visual and verbal expression—designing multiple offering memoranda and ultimately leading a full rebrand, including a new slogan, logo, and brand guidelines that clarified Ackman‑Ziff’s market position and “trusted capital advisor” identity.

Details

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    Summary

    Ackman‑Ziff is the industry’s preeminent boutique real estate capital advisory firm, structuring debt, equity, and investment sales for institutional owners and developers from its New York headquarters and regional offices. What began as a focused assignment on advertising creative and ICSC conference booth design evolved into a multi‑year partnership, with In Good Company shaping the firm’s visual and verbal identity across offering memoranda and, ultimately, a full rebrand including slogan, logo, and brand guidelines.

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    Challenge

    Ackman‑Ziff’s reputation in the capital markets was unmatched, but its public‑facing collateral—ads, conference presence, and deal books—did not fully reflect its sophistication, history, or breadth of capital solutions.​

    The firm needed a more cohesive brand expression to show up consistently—from ICSC booths to high‑stakes OMs—while still feeling conservative and credible to institutional clients.

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    Solution

    Designed advertising and ICSC booth materials that translated Ackman‑Ziff’s “trusted capital advisor” role into a clear, contemporary visual language.

    Developed multiple offering memoranda that systematized layout, hierarchy, and storytelling, creating a de facto standard for how the firm presented complex capital structures and transactions.

    Led a full rebrand—slogan, logo, and brand guidelines—that codified the firm’s positioning and provided a flexible framework for future marketing, digital, and transactional materials.

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    Outcomes

    Elevated the firm’s day‑to‑day presence in the market so its materials matched the caliber of its nearly century‑long track record and innovative capital solutions.​

    Gave internal teams a unified brand system they could apply across conferences, pitches, and transactions, reinforcing Ackman‑Ziff’s identity as the go‑to boutique capital advisor in any context.