Arbor’s New True Colors Show Our Creativity and Green Roots
For more than 30 years, Arbor has been committed to growing financial partnerships that meaningfully impact communities nationwide. From planting trees to celebrate closed loans to supporting environmental organizations, our work has always been a win-win for our financial partners and the planet. But just as leaves change with each passing season, Arbor’s branding is evolving to seize the moment by embracing our environmental roots with our True Colors campaign.
Get to Know Arbor’s True Colors
Two Arbor Marketing colleagues, Katie Houst, VP, Art Director and Amanda Cervone, VP, Marketing Operations, visited parks across the New York City metropolitan area — and even Arizona while vacationing — to find inspiration for new shades to represent Arbor’s brand, known for its longstanding commitment to sustainability and the environment. The pair first selected three primary colors, and named them Juniper, Slate, and Gamboge, the first time our brand colors have been named. They then selected six complimentary secondary colors, which they named Frost, Sage, Ocean, Mist, Amber, and Terracotta, symbolizing how Arbor has long been rooted in the environment and has weathered all seasons and cycles.
We rolled out True Colors, on arbor.com, LinkedIn, and Arbor’s other social platforms, to reinforce our team’s four core values: Strong, Active, Creativity, and Entrepreneurial approach. To see our True Colors come alive and understand how they all work together, check out this video, which we created with our brand partner and award-winning financial services creative agency 2112 Communications:
Choosing Arbor’s True Colors
Starting in May 2023, Cervone and Houst explored Bryant Park, Central Park, Washington Square Park, Queens Botanical Garden, and the New York Botanical Garden in New York City, Old Westbury Gardens on Long Island, and the Grand Canyon in Arizona to find the perfect shades that would portray richness, sophistication, and natural elements.
“Bringing our combined experience at Arbor to the table, it was important to us that these colors helped to elevate the brand and convey professionalism, strength, and elegance,” said Cervone.
“The colors selected embodied Arbor’s values while bringing a new level of sophistication to our palette,” said Houst. “For me, the biggest change was seeing how these colors really mesh well together and how they look like a team now.”
After finalizing the colors, Houst and Cervone began working with 2112 to develop a strategy to share Arbor’s brand colors with the world.
Arbor’s True Colors Come to Life
Along with our True Colors launch video, we have shared four other videos on YouTube and our social channels for each of our core values.
Cervone added that this is the first time Arbor has done a branding exercise like this. “The videos are showing our brand in a whole new light, and they will help us reach more of our audience and build recognition,” she said. “It was time for a refresh, and we are so thrilled with how everything turned out.”
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