This June, UNION launched the new digital platform for American Forest Management, Inc. (AFM), the largest forest consulting and real estate brokerage firm in the United States. With over 260 employees operating in 49 offices across 17 states, AFM has the size and support of a large company, but the benefit of boots on the ground, allowing them to invest in relationships and build expertise on a local level. Having just completed a comprehensive rebranding with the aim of setting themselves apart from their competitors, AFM was in need of a dynamic platform that showcased their new branding while highlighting their wide range of service offerings in a captivating and organized design.
Compelling Design & Improved User Experience
AFM’s specialists have been managing the sale and acquisition of land for decades and the website needed to act as a live, detailed inventory. These nationwide real estate listings would not only need to be able to stand alone with their own unique imagery and content, but also would require a search function so that interested buyers could seamlessly filter through the available offerings.
Consolidating AFM Corporate With AFM Land Sales
Part of their larger rebranding project meant bringing the once separate Land Sales site into the Corporate site as one of five main key service offerings. This overhaul in both design and presentation could be confusing to users who are familiar with the older Land Sales site. UNION was aware that this audience might be disoriented by the new branding efforts and navigation, so user-friendly functionality and a clear content strategy was key.
Improving Communication With Employees
With so many offices spread out across the United States, AFM wanted to find more efficient ways to communicate to their team members and looked to this new platform for assistance. Specifically, AFM wanted the new site to include an intranet that would help reinforce the new brand to internal audiences and should be easy for employees to access and use.
After a quick turnaround of less than five months, UNION was ready to launch AFM’s new digital platform and intranet. Inspired by the recent rebranding efforts and the key message of “We’re In This Together,” the new site features an image-centric approach that exhibits both the natural beauty of the land AFM manages and their passion as invested partners in responsible land management. The new platform completely reimagines the real estate portion of the company, the most robust piece of the site, with elegant, functional design that includes an intuitive property search function with real-time results that lines up the customer journey from top to bottom. These advanced tools and interface put the customer and the properties at the forefront of the AFM experience, setting the brand apart as reputable, approachable and smart. For the internal audience, the website incorporates a revamped intranet that features an event calendar, corporate news and a document repository, making communication across its many offices more unified and easier to access.
For our team at UNION, the most important result is that the client is thrilled with their new platform. We are always excited to partner with brands that have an exciting story to tell and we are proud to have contributed to translating AFM’s position as the national leader in forest consulting and real estate brokerage into a useful and engaging digital experience.