AlinaWheeler-DesigningBrandIdentity

PreferredOur business philosophy has never changed: take along-term view of the market, find value in marketsothers overlook, and do the right thing.*Founded in 1992, Preferred Unlimited is a privately held, diversified investmentfirm with a portfolio of more than $1.5 billion in assets. Preferred specializes inthe acquisition of value-add investments across a broad spectrum of assetclasses including natural resources, commercial real estate and developmentland, and existing operating companies.GoalsReposition the brand of ahighly successful real estatecompany.Develop a name andvisual symbol to reflect thecompany’s mission, values,and its “work hard, play hard”culture.Focus the company’s brandon its entrepreneurial soul.Build a differentiated webpresence.Own the name ‘Preferred.’*Michael O’NeillFounder & CEOPreferredI have two folders on mydesk: my business planand my charities. I makeno distinction as to either’simmediate importancethroughout the course ofany given day.Michael O’NeillFounder & CEOPreferredPeople want to beentertained. I think ourwebsite clearly expressesexactly who we are, what wedo, and what we believe—in away that is unlike anything inour industry.Michael O’NeillFounder & CEOPreferred264