In 2011, Alliance Management Group began with a simple mission: to redefine property management by putting people first—both their team and their residents. Their commitment to integrity, service, and providing affordable, comfortable homes set them apart. By 2022, with over 2,000 residential spaces and a plethora of five-star reviews, they were already delivering on that mission. But their brand, while well-known for its values, needed a refresh.
That’s when they turned to Tellwell.
Alliance Management Group faced a common hurdle in their rebranding process—finding a new name that reflected their human-centric approach. “Alliance Management Group” had served them well, but over time, it started to feel impersonal and too corporate for a brand that prides itself on empathy and connection. They wanted something concise, warm, and emotionally resonant, moving away from the formal tone of their former identity.
Through workshops and discussions, we helped guide them through key questions: Did they want a verb-based name? A completely made-up word? What emotions and services did they want to evoke?
Our collaborative journey with Alliance Management Group resulted in a name that captured the essence of who they are: Collective. Just as a new coat of paint can transform a space, the new name breathed fresh life into their brand, aligning with their values of collaboration and community.
Now known as Collective, they have a name that reflects the unity of their residents, employees, and partners—a fitting choice for a company dedicated to creating a sense of home.
With the name in place, Tellwell provided Collective with a full suite of rebranding assets. We crafted everything from maintenance notepads to a dynamic new website, ensuring the look and feel of their brand embodied their E.P.I.C. values—Enthusiasm, Perseverance, Integrity, and Collaboration.
The result? A professional yet approachable brand that inspires trust and community, while maintaining a clean and cohesive design.
One of the most exciting elements of the rebrand was the creation of Collective’s brand reveal video. At Tellwell, we believe in the power of film to tell a brand’s story, and for Collective, we designed a video that seamlessly blended animations with their new aesthetic. Paired with a thoughtful voice-over script, the video honored their legacy while embracing their bright future.
The Collective rebrand was about more than just a new name and logo—it was about telling a story. Together, we wove a narrative that captured the heart of Collective’s ethos and inspired everyone connected to their work. With a brand that reflects their passion, Collective is ready to continue building homes and communities that truly feel like home.
Check out Collective’s new website https://www.liveatcollective.com.
