Enterprise Rebrand
Country Base: USA
Industry/Sector/Keywords: Architecture, Construction, Management, Real Estate, Builder, Property Development, Retail Stores, Financial Services, Associations, Foundations

Below: Before and After Images in Slide Show, Summary, Credits

Industry Setting

Over the past 60 years, Van Metre Companies has earned a powerful reputation as a family business with deep local roots. Their portfolio of companies includes new homes, apartments, property management services, commercial real estate development, lending, and considerable philanthropic efforts—representing a thriving ecosystem that connects and supports the Northern Virginia community at large.


• Establish a richer framework for storytelling around Van Metre’s history
• Align the company’s many divisions under a stronger, more consistent parent brand
• Refine the founder’s signature to become more legible and recognizable
• Develop a visual identity system of icons and colors unique to the local market, ensuring each sub-brand stands out within its own industry


In the course of a comprehensive rebranding initiative, we established a new brand architecture, positioning and digital strategy, messaging platform, and visual identity. The powerful brand and go-to-market programs we developed effectively communicate Van Metre’s commitment to its customers, employees, and the communities it serves.

As part of the rebrand, we also leveraged a multisite solution for Van Metre’s distinct web properties, starting with a new corporate site that provides an overarching view of the enterprise, direct links to the various company sites, and aggregated social media communications from all business divisions.


• A narrative that built on Van Metre’s proven track record and its longstanding commitment to the region
• Reduced costs and complexity of managing multiple brands and websites
• Improved cross-promotion, selling opportunities, and collaboration between the Van Metre business units


Client: Van Metre Companies – www.vanmetrecompanies.com

Chairman & Partner, Van Metre Companies: Albert G. (Beau) Van Metre Jr.
Vice Chairman, President, CEO & Partner, Van Metre Companies: Richard Rabil
Operations, Van Metre Companies: Jeannie Van Metre
Group President, Van Metre Homes: Brian Davidson
Executive Vice President, Van Metre Homes: Kevin Rabil
Vice President of Marketing, Van Metre Companies: Alexis Tsonos
Vice President of Commercial Leasing, Van Metre Commercial: Ty Hausch
Commercial Property Manager, Van Metre Commercial: Alisha Kuntzler
Vice President of Business Development, Van Metre Apartments: Courtney Alford
Vice President of Marketing, Van Metre Homes: Glenn Forester

Brand Strategists/Designers: Grafik – www.grafik.com

Account Lead: Lance Wain
Brand Strategy: Hal Swetnam
Creative Director: Johnny Vitorovich
Art Director: Efrat Levush
Client Services: Robin Vaitonis
Marketing Strategy: Lauren Leva
UX Lead: David Collins
Technology Lead: Matthew Lee Keith
Brand Research: Jay Kerness
Production: Heath Dwiggins
Production: Regina Esposito
Marketing Strategy: Hayden Browning
Technology: Mike Dulik
Client Strategy: Lynn Umemoto
Client Services: Esther Nardone
Client Services: Daniel Kane
Design: Arthur Hsu