Friday, January 10, 2020

Commercial real estate firm TOK launches rebranding

Signs around town on properties listed by Thornton Oliver Keller, the Boise-based commercial real estate firm, are going to be getting a new look soon. The 29-year old firm announced Thursday that it is rebranding, shortening its name to TOK and changing its logo.

The firm has enjoyed rapid expansion over the last several years and is positioning itself for further growth with the new look, a company press release said. The aim of the rebranding is to eliminate complexity and dated iconography and offer TOK a fresh identity for its signage, advertising, websites and social media channels.

“It seemed like a logical time to take this step. We wanted to have a branding platform that was able to reflect our growing size and scale,” said TOK Managing Partner Michael Ballantyne. “Thornton Oliver Keller’s name and logo has long enjoyed tremendous brand recognition and value, but increasingly has served as a source of confusion, as we are now most commonly referred to as TOK.”

While still in the beginning stages of the rollout, thus far TOK has shared key pieces of information about the repositioning effort through a dedicated website, an internal email campaign, and its social media channels and hashtag (#ItsTOK).

From tenant and landlord representation to acquisitions, property management, and advisory services, TOK brokerage and property management teams operate out of Boise, Idaho Falls and Twin Falls and serve clients in several western states, including Idaho, Oregon, Washington, Montana, Nevada and Utah.