New Jersey-based marketing and design agency Splendor has completed rebranding projects for companies and retailers reshaping Red Bank, NJ’s west side, including Denholtz Properties, Sickles Market and Booskerdoo Coffee & Baking Co.
For Denholtz, which opened its new 12,080-square-foot headquarters in Red Bank in June 2019, Splendor orchestrated a sweeping website redesign and a brand strategy that incorporated engaging multimedia assets, including drone photography of property sites. As part of this rebrand, Splendor helped display Denholtz’s renewed commitment to community-focused real estate development.
Splendor conducted exploratory and competitive analyses and “crafted a distinct, memorable tone and personality for the New Jersey-based developer,” according to Adam Taylor, Splendor’s owner and CEO. Following the brand work, the 65-year-old company reemerged as Denholtz Properties, dropping “Associates” from its name.
Helping augment the new brand, the Splendor team coined the catchy headlines, “Foresight is 20/20” and “We’ve spent six decades ahead of the curve.” The campaign has resulted in a 28 percent increase in website traffic.
“We could not be happier about our decision to work with Splendor,” said Stephen Cassidy, president of Denholtz Properties. “In our business, it is vital to have a brand that exudes integrity, complexity and experience to ensure we can continue to stand out in a competitive marketplace. We appreciate the hard work of Splendor in creating a brand that reflects these core values.”
Splendor helped further Denholtz’s reputation for investing in emerging markets across New Jersey, including developments near transit hubs.
The Denholtz rebrand was timed to coincide with the opening of the company’s new headquarters at 116 Chestnut St. (housing 60-plus employees). Denholtz’s revamped marketing materials were utilized immediately, in a grand relocation party attended by more than 400 people, including New Jersey Governor Phil Murphy, Red Bank Mayor Pasquale Menna and major players in the commercial real estate space.
Splendor’s talents have also benefitted retailers in Red Bank’s west side, including a new 9,000-square-foot Sickles Market (a family-owned fresh market and garden center) and growing coffee powerhouse Booskerdoo, with one of its new locations inside the market. Splendor is assisting both companies amid their respective expansions – including brand development services.
For Sickles, this included a full website redesign which grants in-house marketing and IT teams access to a customized content management system (CMS). For Booskerdoo, services included overall brand development as the company prepares for growth through franchising. The process involved competitive analysis, creative copywriting and visual design work.
“Splendor is very committed to our hometown of Red Bank. We’re excited that clients like Denholtz, Sickles and Booskerdoo are breathing new life into the West Side,” Taylor said. “Also, our involvement in the Red Bank Business Alliance, where I sit on the Board of Directors and chair the Marketing Committee, is another effort we feel can help Red Bank continue to bloom and grow as a center of culture and business.”
Fresh off a merger with Filter Advertising, the agency has experienced a wave of growth including new hires and an office expansion.
Founded in 1999, Splendor is an industry leader in strategy, brand development, digital design, web design, UI & UX, SEO, PPC/retargeting, social media, application development, video and content creation and emerging marketing technologies like augmented reality (AR). Splendor is located at 50 Broad St., Suite One, Red Bank, NJ, 07701.
Dan has a knack for in-depth news coverage and storytelling and comes from a journalistic and creative background. He is a former staff writer and critic for the New York Daily News, where he covered entertainment, politics, lifestyle and hard news. He is also the former editor of the Cyber Security Hub, a B2B media site covering the enterprise security vertical. Dan holds an MFA in Creative Writing from Fairfield University, where he focused in historical fiction. He also holds a BA in Communication (Journalism/Public Relations) and a Minor in History from Monmouth University. He has also worked as a municipal reporter and freelance writer/critic for numerous outlets, including NorthJersey.com, The Cheat Sheet, Critical Movie Critics and more.