Axiom capitalizes on S&J

Communicating the heart and soul behind a company is a challenge in any industry, particularly commercial real estate financing. Axiom Capital has departed from the ‘tombstone’ approach to marketing that is prevalent within this industry by soliciting the help of Smith & Jones to develop a new brand position for the company.

“We know that we deliver a level of service that exceeds our client’s expectations and industry standards, but we were searching for the way to best communicate this quality to potential customers,” said Matt Smith, COO at Axiom. “We chose to work with Smith & Jones because of their expertise in developing upmarket brands, and because we had heard from our colleagues that they would be able to create a brand platform to set us apart from our competitors.”

“The brand positioning is ‘Whatever it takes.’ We used a rugby player as a visual symbol because it reflects Axiom's grit, tenacity and soul perfectly. These traits are exactly what Axiom’s clients and prospects, leading commercial real estate development professionals, are craving,” said Mark Shipley, chief thinker for Smith & Jones. It just so happens that Smith, Chuck Cronin, Axiom’s CEO, and other employees were all standout rugby players. "The rugby ethic and ethos are the backbone of what Chuck has built over the last 15 years at Axiom.”

Axiom Capital’s new brand positioning will roll out nationally, beginning in April in USAirways magazine.

Albany, NY-based Axiom Capital, a nationally recognized leader in the commercial real estate financing industry, has been involved in the structuring of over $3 billion in commercial real estate transactions nationwide since 1998 and will likely exceed half a billion this year alone. They also operate Axiom Capital Florida, based in Panama City Beach, FL, expanding their services into the southeastern United States.