Evolving a Trusted Brand for a New Era
Helping a respected name stay relevant—without losing what made it great.
Let’s be honest—change is tough. Especially when you’ve been doing something really well for over 40 years. That’s the boat Thomas Duke Company found themselves in. They’d built a rock-solid reputation in Southeast Michigan’s commercial real estate world, but they knew it was time to refresh, reframe, and reconnect—with today’s audience, on today’s terms.
They didn’t want to become something they weren’t. They just wanted to make sure people saw the full picture: experience, trust, and now, a whole new level of modern professionalism. That’s where we came in.
Getting to the Heart of Who They Are
When Thomas Duke first reached out, our initial conversations were all about who they are at the core. They had a solid business, strong values, and a passionate team. But their digital presence? It didn’t reflect any of that.
The website felt outdated. The messaging didn’t sound like them. Their visuals lacked the energy and warmth you get when you meet them in person. So, we started by getting clear on the heart of their story: What are you proud of? What makes you different? What do your clients love most about working with you?
That’s when the ideas started flowing, and things started clicking.
Breathing New Life into the Brand
We kicked things off by updating their look—a refined logo, new colors, and typography that felt fresh but still familiar. No massive overhaul, just meaningful improvements that made their materials feel intentional and current.
From there, we reworked the messaging. Instead of leaning into corporate speak, we helped them sound like the real people behind the brand: knowledgeable, approachable, and confident. Their voice became clearer, friendlier, and more aligned with how they actually work with clients.
Then came the videos. We helped team members open up and share their stories on camera—no scripts, just real conversation. Team members opened up about their experience and passion for what they do. And as things started to progress something cool happened: people who had never felt comfortable on camera started getting excited to share their experiences.
The energy inside the team shifted. People were showing up more confident and proud—and that enthusiasm made its way into everything they touched.
Turning Their Website Into a Welcome Mat
Once the voice and visuals were dialed in, it was time to revamp the website. The old site wasn’t doing them any favors. So we built a new one from the ground up that was simple, fast, and easy to navigate.
We made it easy to navigate, mobile-friendly, and packed with content that actually helped people understand who Thomas Duke is. We featured their team, their track record, and their local expertise. Every page was designed to make you feel like you already know them before you ever pick up the phone.
Now, their digital presence finally reflects the quality of service they deliver in real life.
The Results That Really Matter
Since rolling out the refreshed brand and website, Thomas Duke has seen real momentum:
- Their team is more excited to share and participate in marketing
- New clients, especially younger ones, are engaging with the brand
- Their presence in the market feels sharper and more relevant
- Long-time clients still feel that same loyalty and connection
But maybe the biggest win is that they finally have a brand that reflects who they really are—and who they’re becoming.
As they put it: “Working with Adapt Studios allowed us to modernize our brand while keeping the heart of our legacy intact.”
Your Brand Deserves to Grow With You
If your brand doesn’t feel like you anymore—or worse, if it’s holding you back—it might be time for a refresh. Whether you’re just starting out or a few decades deep, we help businesses like yours reconnect with their story, sharpen their message, and build a brand that feels just right.
Let’s talk about how we can help you grow.