A Texas Move Prompts A Texas-Size Rebrand 

  • Defined a new brand to drive the right connections in Texas
  • Executed a targeted recruiting campaign to restaff in Dallas and achieve growth goals
  • Planned and executed an open house event to showcase new headquarters

Spirit Realty, a large Real Estate Investment Trust (REIT), relocated its headquarters from Scottsdale, Arizona, to Dallas for the Texas business-friendly climate. The challenge was that many long-time employees chose not to make the move, and Spirit needed a strong employer brand to restaff across the board. Spirit wanted an updated look to go with its new location – one that would also attract a next generation, high-performance workforce that could help grow the company. Spirit turned to Marketwave and its Texas roots for help.


Before the boxes were even unpacked, Spirit’s new brand platform was developed through Marketwave’s exclusive Brandwave strategic process. The goals were to update the company’s image, present the company as financially sound and build trust in the new headquarters market. The key messages that emerged targeted three distinct audiences: investors, employees and tenants. The comprehensive branding services that followed quickly transformed Spirit from Texas newcomer to established local player with a lot to offer. The plan included:

  • Strategic communications guidance
  • Corporate branding
  • Recruitment marketing
  • Messaging
  • Social media strategy
  • Print collateral
  • Employee volunteer program


increase in LinkedIn followers
in six months


new Twitter followers
in six months


followers on LinkedIn
and Twitter in 2019


Strengthening the Spirit employer brand and communicating a vibrant, caring culture along with career growth opportunities help Spirit exceed its initial hiring targets by 20%. And, the long-term impact of a successful recruitment marketing effort translated into new hires that not only embrace company values but also function as brand ambassadors to promote Spirit’s future hires.

  • Brand voice stresses experience, professionalism and transparency
  • The company’s headquarters, website, social messaging and onboarding materials reflected new brand
  • An elegant cocktail reception elevated the new brand, celebrated the move and honored employees
  • Spirit met its hiring goals and continues to attract top talent

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