SIOR, the Society of Industrial and Office Realtors, was struggling with an outdated brand image. The organization was not widely viewed as modern or demographically diverse. As they aimed to expand their membership, they faced a critical challenge: the emerging generation of CRE brokers is more diverse and gravitates toward organizations that reflect that diversity. SIOR’s existing brand image made it difficult to attract and engage the next generation of talent.

Starting with extensive research and member interviews, SIOR’s Brand Development Project set out to modernize the organization’s image. The resulting brand identity anchored by the tagline “Always Moving Forward” positions SIOR as a forward-thinking industry leader. Updated visuals and messaging strengthened this perception and were well received by stakeholders.

To introduce the new brand to the market, CSG launched a multichannel recruitment campaign using email, video, print, and digital advertising to reach new audiences and drive prospects to the website to begin the application process.

In the first year of the rebrand, SIOR saw record-breaking new membership, including a 24% increase in members under 35, a 21% rise in female members, and a 13% increase in international members. The initiative captured SIOR’s culture more effectively and drove meaningful membership growth.