Lee & Associates is getting a fresh new look from the first time in its 37-year history. The firm has been in expansion roads for the last several years, and is now following up that growth with a new look. The rebranding also includes updated social media profiles and a web site that will enhance the firm's digital presence. The new look officially launched last month.

“This seemed like a logical time to take this step. We have not always had the proper format to explain our size and scale,” Jeff Rinkov, CEO of Lee & Associates, tells GlobeSt.com. “We have now reached a size and scale that is really formidable while recognizing that we still have room to grow and goals and objectives around that growth. We wanted to have a brand and branding platform that was able to represent that.”

The new logo is not a drastic change, but more of a modernization of the original logo. “This is a freshening of our identity, and it reflects where we are as a company now with a new web presence and social media presence, a number of new locations and what we believe will be further geographic expansion over the next 3 to 5 years,” says Rinkov. “The branding was important because we felt like our look and the way that we represent ourselves needed a moderate re-freshening. It has been a huge enhancement for us. It has helped us achieve a level of enthusiasm.”

Because Lee & Associates is a broker-owned firm, the entire company's input was taken into account for the look of the logo, and it was a process that took time. “[The decision to include our brokers] was a combination of leadership and structure,” says Rinkov. “Our structure really dictates that we are the opposite of the pyramid, and I hope that my leadership style allows for that. We don't have a structure where a leadership group at the top makes decisions for regional offices, local offices and individual agents. Our structure requires the feedback of local offices and teams, and we put that to work. Over time, we received feedback from our team about limitations in what was our existing brand, and so we sought to find partners that could assist us in our graphic design and web design.”

So far, the result has been phenomenal. “We have received so much great feedback, not only from our agents, which is so important because that is who we are trying to provide value for everyday; but also have gotten great feedback from clients and prospective clients,” adds Rinkov. “We have heard really great things, and it has been really exciting.”

Instant Insights /

Lee Follows Up Expansion With Rebrand

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