TFC Homepage shown on laptop and mobile device

The Challenge

New York-based developers TFC are engaged in the acquisition, development, construction and management of residential, commercial and retail properties across New York City and Washington, D.C. Over the years, the TFC brand voice has consistently been a trusted authority, a position that the company has sought to maintain. Upon realizing it was finally time to evolve in order to tap into current user trends and enhance visual appeal, the high-profile developer tasked Proponent with revamping their website and updating their brand guidelines.

Photograph of LinkNYC sign in the evening from street level showing a TFC ad
Photograph of 606 W 57th St during the day from a block away, showing the entire building
Laydowns of TFC digital ads, journal ads and email marketing

The Solution

Before the website could be updated, TFC first needed a fresh and unique visual identity, one that presented an approachable aesthetic and voice while continuing to signal reliability and prestige. This new identity then formed the basis for the new website, which was successfully launched in July 2018. The new website, along with the company’s updated consumer-friendly messaging, ushers in a new era for the brand.

Key Metrics

Over the previous year:

Page views increased by 34% 

Pages/session increased by 24% vs. LY

Services Provided

  • Branding & Website Development
  • Marketing & Business Strategy Audit
  • Digital Media Asset Design
  • Production: Photography, Videography & Art Installations