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BOMA Greater Minneapolis

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Bringing freshness + relevancy to an established brand

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Project Overview

Following a complete brand audit including member insight gathering, Mercury created a fresh, relevant and professional brand identity and marketing communications which support and reflect the essential value of Connection(s) and are in alignment with the perceptions of BOMA staff, leadership and membership.

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A Leader in the Commercial Real Estate Industry

BOMA Greater Minneapolis is a trade association representing the interests of commercial real estate in Minneapolis and its suburbs. They are one of 100 North American and nine overseas affiliates of BOMA International.

As the 6th largest BOMA in the country, BOMA Greater Minneapolis provides a broad range of services and opportunities unequaled by any other commercial real estate organization in the region. BOMA provides powerful advocacy for the industry, not only on important tax issues, but also on all legislative and regulatory issues that affect commercial real estate.

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BOMA came to us seeking new ways to help their brand reflect a younger, more diverse demographic. They wanted to communicate that they are a thriving, growing and dynamic organization that provides exactly what professionals in their industry need.


A series of strategic sessions with BOMA’s executive director, staff and select board members set the foundation for our rebrand work. Additionally, we performed in-person and phone interviews with a diverse mix of members to gain their insights on BOMA. The working sessions, coupled with the member insights, resulted in a brand strategy that provided a clear vision and positioning for the organization.

One of the working sessions included a Communications/Events Audit. The focal point of the audit is a visual representation of all events and communications that the organization currently engages in over the course of one year. As is evidenced by the photo of BOMA’s executive director on the conference room table, it proved an engrossing and eye-opening exercise.

Connection(s) was identified as the core of what BOMA provides for its members. Based upon that, we developed key talking points that demonstrate all the ways that BOMA facilitates Connection(s). It was also applied to the visual design of the new brand.

We developed a new, modern identity that utilizes abstract building shapes to represent forward motion, evolvement and connectedness. Influenced by the green space and water that covers much of Greater Minneapolis, the color palette is both fresh and professional.

Our collaboration with BOMA included review of the designs and materials to be used in their new office. We also contributed the design for their stunning etched glass conference room doors. The fresh space is a true extension of their brand.

During the course of our work with BOMA, Mercury was delighted to be asked to help guide and facilitate BOMA’s Annual Board Meeting. Justin, our founder, helped sharpen the focus of the group and bring consensus on future initiatives.

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Pope’s marketing team identified a need to have guardrails for their marketing – a clear set of guidelines on what words to use for the brand, in what contexts, and how to do it well. They wanted to: 

  • Clearly identify the company’s ideal client
  • Develop a new look and feel for the brand
  • Create consistent, modernized templates to eliminate marketing confusion  
  • Align the entire company with one clear brand message

Website Designed to Connect Members to What They Need

BOMA contacted us to help them bring a fresh design and updated feel to their current website. They had three main goals for the new site: make it accessible and user-friendly, incorporate their large membership database, and most of all – don’t alienate current members that have a comfort level with the existing site. The situation required us to work with an existing third-party vendor, on behalf of BOMA, to incorporate the database hosting into our new design. We successfully met the aforementioned goals and BOMA leadership (and its members!) are thrilled with the completed site.

“Mercury Creative Group took the knowledge gained, combined with their sophisticated expertise, and used it to develop the new visual brand, which we feel represents our membership well. The end result is our image has been brought to the 21st century and will represent us well into the future.”

— Kevin Lewis, Executive Director of BOMA Greater Minneapolis

Harness the power of your brand to drive organizational growth.

Put the Mercury Method™ to work.