One of Wichita’s leading, privately owned commercial real estate brokerage firms shook things up recently with a little help from us. We worked with the leadership of John T. Arnold Associates (JTA) on the eve of the firm’s 50th anniversary. Our charge: create something fresh and accessible. We assisted with a name change, rebranding, signage and media outreach.
The new name – Street Commercial – has a friendly vibe and plays off President Evan LaRue’s name, which is French for “the street.” It emphasizes connection, something the firm has built its sterling reputation upon. The wordmark has a retro, industrial feel with a brick-red, distressed color palette and bold, noncorporate typography. A locational pin icon adds a modern-day element.
Dimensional, neon signage with push-through letters draw attention to the company’s new office in the historic Domestic Laundry Building in the heart of downtown Wichita’s Douglas Design District. The three-story, white-glazed-Bauhaus-inspired landmark is also home to Greteman Group, Open Road Brands, Scott Rice Office Interiors and 3DX Energy.
New Name and Look, Same Team and Values
“Evan suggested several name directions, but we steered him toward Street,” says Sonia Greteman, president and creative director. “The singular word “Street” has power, a hip look and feel, sounds good and suggests street smart and grit. His vintage aesthetic and willingness to go the extra mile made working on his brand a dream. Die-cut business cards and cool-shaped realtor signs will make his business the talk of the town. This brand screams attention to detail and reinforces a team with tremendous market experience. It knows how to close deals where everyone feels like a winner.”
Making Deals and Building Community
LaRue acquired JTA in 2019 from Marlin Penner and Don Arnold. Both men served as longstanding mentors to LaRue, who credits them with instilling a “people before profits” philosophy that continues today. Street Commercial, as JTA before it, offers full-service commercial brokerage. It assists clients (including many of Wichita’s leading developers) with the acquisition, disposition and strategic analysis of commercial real estate assets.
“Wichita has such a rich, vibrant, real-estate past,” says LaRue. “We are honored and humbled to be a part of that tradition. We look forward to what lies ahead.”