Peachtree Group

Peachtree Group had a reputation as a hotel investor they wanted to shake. It was in their former name, Peachtree Hotel Group. But simply dropping the word “hotel” from their name wouldn’t change perception. A comprehensive repositioning was required to signal to the market: this is an investment firm that has outgrown their roots.

Through immersive and interactive sessions with C-suite, principals, and other leaders in the organization, insights revealed not just a single focus, but an expansive investment strategy into other real estate sectors and ventures. Additionally, their disparate position of portfolio brands was limiting the clarity of their value propositions and hindering their potential.

A new structure as one diversified investment firm emerged, with services to protect and grow their investments.

A new positioning reoriented the firm from a regional hotel investor, to a diversified company across asset classes and markets. What makes them unique among other investment firms is their deep expertise and strategic foresight — the ability to intuitively envision the future of the market and drive growth with confidence.

In their reposition announcement, CEO Greg Friedman remarked, "our strategic branding approach, focused on unifying our extensive range of businesses, is positioned to unlock even more of the untapped potential within our investment platform.”

This strategic approach embodies their persona, dynamic and responsive to the market, while steadfast and relentless in overcoming any hurdles in their way. 

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Responsible for research, brand strategy, and brand architecture. Completed while at Matchstic in collaboration with strategy, design, and writing teams.