REcap report campaign rebrand
Turning a high-value market report into a scalable, award-winning content system
REcap is Baker Tilly’s signature quarterly commercial real estate market report and one of the firm’s most downloaded gated resources. I led the creative direction and design of a new visual system that gave the publication a distinctive identity, introduced meaningful quarterly variation, and brought its campaign assets into one cohesive experience.
- Role
- Creative directionVisual system designTemplate development
- Scope
- Quarterly report coversCampaign assetsReusable templates
- Partners
- Baker Tilly real estate marketingContent teamInternal design team
- Outcome
- A scalable creative system2025 Content Marketing Award for REcap
The challenge
REcap already had a strong audience, but its visual expression did not reflect that distinction. The redesign needed to stand apart from other firm collateral while remaining part of the Baker Tilly brand. It also had to solve a practical tension: every quarterly issue needed to feel fresh, yet the series had to remain recognizable and efficient for an internal team to produce.
My approach
I built the direction around the report’s structure. REcap covers four commercial real estate segments—multifamily, office, retail, and industrial—and publishes four issues each year. Pairing one segment with each quarter created a clear organizing idea: vary the featured imagery while keeping the composition, typography, color, and circular graphic language consistent.
I designed the report covers first, using them to establish the visual rules for the campaign. I then extended the system across social graphics, digital ads, landing-page imagery, and an email signature block. I also created report and campaign templates the internal design team could use for future issues without losing coherence or craft.
The outcome
The redesign gave REcap a recognizable identity from promotion and download to the report itself. It also turned a one-time refresh into a repeatable system for multiple years of quarterly publishing. In 2025, the Content Marketing Institute honored Baker Tilly with a Content Marketing Award for “Best Use of White Paper (One or a Series),” recognizing the report and the coordinated work behind it.
View the LinkedIn announcement of REcap’s 2025 Content Marketing Award
Leadership in practice
- Brand stewardship and evolution
- I created a distinctive expression for REcap while keeping the system connected to Baker Tilly’s broader brand.
- Systems thinking
- I translated four market segments and a quarterly cadence into a flexible framework the internal team could repeat.
- Hands-on strategic leadership
- I set the creative direction, designed the foundational covers, and carried the concept across campaign touchpoints.
From strategy to execution
The quarterly cover system and before-and-after comparison show how one organizing idea became a repeatable report and campaign system.
If you’re building or strengthening a brand, process,
or team—I’d love to connect.