Building a Digital Infrastructure For The World’s Biggest Commercial Real-Estate Firm.



The commercial real-estate industry has remained stubbornly analogue. Customers and employees alike expect hand-shake deals that come from in-person interactions; as they say in this world, relationships matter. For this industry, CBRE is the dominant brand with the biggest footprint. In 2020, they came to Code and Theory looking to change this dynamic and to rebuild their brand and their site to be digitally native.

Through research and exploration, we discovered an ecosystem of hidden value. By far the most common sentiment we uncovered in our research is that no one truly understood all of the services that CBRE offered. The dominant perception was of a company filled with brokers and real-estate listings. While it is true that no company offers more inventory and more contacts, that is not even half of CBRE’s value proposition; we re-architected the sitemap to highlight the services it offers to building managers and building occupiers. Doing this fundamentally changes the way the company grows its business.



A Bold New Experience

The result? A site that sets a new standard for the industry. The future of commercial real-estate is digital and CBRE is going to lead that transformation. The new site is set up to expand the audience's expectation about what CBRE offers; it re-organizes its many-hundreds of service offerings into readable packages that make sense to site visitors. As a result, the site is turning into a revenue and lead generator for lines of business that were buried in the org-chart. This digital transformation will drive more revenue and awareness for the brand and will help position CBRE as the trend-setter for this industry for the next 100 years.

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What We Did

Expanding the Value Proposition | The new site is organized to tackle the unspoken confusion held by most of its visitors. It features direct messages that describe its service offerings in clear language.

Interactive Way Finding Features | The site offers interactive tools that can translate broad user-needs into personalized recommendations.

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Having deeper conversations, widening the funnel, and driving innovation with an inclusive-first lens.

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<p>Pfizer World</p>

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  • YETI x Code and Theory

    Innovation by Design

    Best in Marketing
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    Innovation by Design

    Design Company of the Year
  • Code and Theory

    Ad Age

    Agency A-List

All Work


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