Matter

NYC INVESTMENT & ADVISORY

Matter Real Estate is a New York–based investment and development firm that plans, oversees, and executes complex real estate projects across the metro region, with a portfolio spanning residential, commercial, academic, and nonprofit work. What began as a straightforward capabilities deck engagement evolved into a complete rebrand: In Good Company designed a new visual system and narrative architecture that closed the firm’s perceived “authority gap,” aligning their public presence with the sophistication and impact of the projects they deliver—ultimately providing the blueprint for their refreshed digital experience.

Details

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    Summary

    Matter Real Estate is a New York–based development and advisory firm that plans and manages complex projects for institutions, nonprofits, and private clients across the tri‑state area. What began as a capabilities deck engagement grew into a full rebrand, as In Good Company reshaped the firm’s messaging and visual identity to match the level of rigor and sophistication evident in its work.

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    Challenge

    Matter’s public‑facing materials lagged behind the complexity and caliber of the projects and clients it was serving, creating an “authority gap” between perception and reality.​

    Core tools like the capabilities deck and website lacked a clear narrative architecture, making it harder to communicate the firm’s value proposition across sectors and stakeholder types.​

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    Solution

    Developed a new brand position and narrative framework that clarified who Matter serves, what it does, and how it delivers value across development management and advisory services.​

    Translated that framework into a redesigned capabilities deck and a refreshed visual identity system, which then became the blueprint for Matter’s updated digital presence.

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    Outcomes

    Closed the firm’s authority gap by aligning its story, visuals, and materials with the sophistication of its portfolio and relationships.​

    Equipped leadership with a coherent, repeatable brand architecture they could extend across the website, proposals, and future communications without reinventing the wheel each time.