Home Work Miss Miyagi

Assisting the birth of three real estate organizations, each with its own new brand

The totality of services provided by alternative developer Miss Miyagi had become so complex that it was difficult to communicate them to the outside world. Shaved Monkey helped the parent company evolve into three ‘sister organizations’, each with their own clear story.

Client

Miss Miyagi, Stadsmakersfonds and Teherbestemmen.be

Deliverables

Development strategy

Communication strategy

Digital strategy

Brand strategy

Branding

Design

Copywriting

Online campaign

One complex company

Founded in 2017, Miss Miyagi had quickly become a leader in real estate projects with a positive societal impact. At the helm? Three passionate founders, each with their own vision. This constellation had resulted in a multitude of services, catering to an even broader range of clients - from private owners to investors to governments. It was up to Shaved Monkey to reintroduce structure, for both the company’s own employees and potential clients, so that Miss Miyagi could realize its future potential.

Miss Miyagi and her three sisters

As always, we first dived into depth. During several intense workshops, we gained a clear understanding of the mission of the three partners. Subsequently, we unraveled the needs of the various stakeholders. This way, a clear picture emerged of what Miss Miyagi could exactly offer to its diverse target groups. Step by step, it also became clear that an offering from three separate 'sisters' would be more comprehensible and appealing to both the outside and inside world, than the broad and sometimes complex story of Miss Miyagi itself.

Three new fresh brands

With the above insights, the organizational strategic foundation was in place to start communicating effectively. Together, we developed an update of the parent brand Miss Miyagi and shaped the two sisters' brands, namely ‘Stadsmakersfonds’ (the cooperative development fund) and ‘Teherbestemmen.be’ (the real estate platform for properties to be repurposed).

Tailor-made communication

Just like any family, it became a recognisable one, with a clear line and distinct differences. In addition to a visual style, we also created compelling taglines and clear core text for each brand, and mapped out an offline and online communication strategy. We then helped select the right partners, prepared clear briefings, and efficiently supported where necessary. In no time, the three brands came to life, each with its own tailored website and communication.

Flourishing organisations

Today, the three organizations are flourishing like never before. Stadsmakersfonds now has no fewer than 140 cooperators who invested a total of 3.5 million euros, and was chosen by the Social Innovation Factory as one of the Radical Innovators of 2022. Te Herbestemmen provided advice to thirteen owners over the past two years and has nine files in the research or sale phase. And ‘mother’ Miyagi can now work with full focus on (and for) special places with significant, social impact. And Shaved Monkey? We remain an advisory rock for all the new challenges the companies face.