Merus

Over its 130 years in commercial real estate, Al. Neyer had evolved from a local, family-owned construction business into a national, employee-owned, vertically-integrated development company. But their name, brand, and website were stuck in the past. They needed a new identity and messaging that matched the progressive, multifaceted major player they had become in order to continue to attract the best talent, clients, and partners—all while honoring their 130 years of experience and brand equity.

Lexicon led the creation of a new name for the firm: Merus, a combination for “merit” and “us,” better reflects the modern state of the business. One Design developed new brand positioning, visual and verbal identity, communication strategy, website, and a brand launch campaign to tell the right story and set their teams up for success as they rolled out their new brand across the country.

Rois from New Letters forms the foundation for the Merus wordmark, bringing warmth and humanity to the new company name. Brut Grotesque from Bureau Brut was leveraged as a workhorse brand type system, to maximize a sense of strength, stability, clarity, and rigur.