As Hurricane Matthew set its sights on Florida, the team at TKO was already hunkered down, putting the finishing touches on a four month-long rebranding initiative for one of its largest accounts, PARKWAY (NYSE: PKY). In a transaction announced late spring and culminating October 6, 2016, Parkway merged with Cousins Properties and subsequently spun off the Houston-based assets, resulting in a new publicly traded company that retained the Parkway name.
To distinguish the new company from the old, TKO was engaged to rebrand Parkway with a refresh of their corporate identity, positioning, and color palette, as well as creating identities for the four Houston-based assets. As part of the initiative, a total of nine websites were launched (one corporate, four property marketing sites and four tenant sites) complete with interactive floor plans and ingress/egress mapping. All new collateral materials, signage, display and marketing materials were developed as well.
“Working with TKO, we were able to get a year’s worth of work done in a four-month period,” said Liz Baisden, Vice President of Marketing for Parkway. “They had the capacity, dedication and expertise to dive into this massive project and deliver everything we needed in time for the launch of the new company. They are a trusted partner that understands our business, and the only team I would have engaged for a project of this magnitude and importance.”