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.