Real estate services can be a little impersonal: phone trees galore. Two partners at a new firm wanted to offer boutique-level attention to stand out among competitors. Building a brand from scratch, I worked with a design team to place the two partners front and center. The headline, “When you hire Cott & Lambert, you get Cott & Lambert” stressed no-nonsense personal attention. After launching, the firm performed lease acquisitions or purchase/sale transactions in excess of 30 million square feet with clients ranging from Fortune 100 industries to local and regional entrepreneurs.