Who We Are
Key of See is a design group primarily focused on the dynamic expression of real estate, using color, context and communications as a suite of coordinated elements to bring durable value and marketability to our client’s assets. A typical account might be a real estate investment trust, property management group, individual RE investor, condo board or even a neighborhood association, but really most any RE asset where the value isn’t being communicated effectively.
Our approach leverages addressable components of context into an authentic and compelling expression of value, perceived and literal. Our design team has decades of cross-cultural experience around the globe and we work collaboratively in quite a few design disciplines. We’re optimistic and pragmatic and endeavor to make the experience of working with us frictionless and rewarding.
Why
Our re-positioning services enhance value and drive positive outcomes with no downside – everybody wins. It’s an opportunity to express pride of place and establish better values at the same time. This means a win for clients, tenants, neighborhoods and cities, with jobs provided for numerous trades and vendors, and the work is compelling in process and execution. Win, win and win.
Our work resonates with discerning audiences; individuals who have a defined interest in the areas they choose to occupy, as well as owners who appreciate a healthy, well-expressed asset. It’s common to see adjacencies improved around the re-positioned property – because competition is a thing – but that incidence too, is where compelling communities begin. And what is an ascendant neighborhood but a suite of smart programming directions and design decisions?
Approach
Key of See contends that real property assets can express superior value by holistically addressing elements of their composition. We interpret programming pathways and decipher the original design intent to reveal means to positively express asset attributes in inventive, contemporary, sustainable and marketable ways. We weigh perceptions to help suggest credible brand directions; color, architecture, era, trends, fenestration, context, landscape, name, brand, communications, demographics and amenities are some of the considerations in-process. We embrace and engender new tools and ideas.
Where the context has been previously unguided, we deliver brand expression which is coherent, purposeful, restorative and compelling – expressing value. Where the context benefits from a substantial record of design cues, we opt to preserve and support and enhance the established narrative and authenticity. Clients are better served in contexts that are supportive of the character and aspirations of the community. And it’s no accident that environments so described, have better outcomes.
Origins
“Key of See” is a play on words reflecting an ability to visually mitigate environments that have an impaired expression. In early 2009, some side work resolving color program issues for a freshly repainted apartment complex re-charted the course of events. Since that time, design sense and experience has supported an expanding roster of clients in the multifamily residential sector – and others – with a growing suite of design services provided.
There is no shortage of visually-challenged real estate in the world. Our work provides significant value to clients and communities with no downside. Owners win, tenants win, neighborhoods improve, and cities win. It’s compelling and gratifying work. And it’s a lot of fun.
Michael Crawford
The Primum Mobile [pree-moo m moh-bi-le]
In Latin, the Primum Mobile is a “…person or thing that initiates or gives power and cohesion to something, as an idea, endeavor, or organization.” As abstract as that might sound, it does come close to describing our work and my part better than anything else.
Seeing the value that others have missed or teasing out a compelling new context for expression is rewarding work as it affects value, but also and more importantly, positively affects the lives of the audience experiencing the context. For us it’s not only important to look better, but it should feel better too; a tangible, marketable value.
We all have challenges enough. Everyone deserves an environment that buoys their humanity and restores their sense of community and appreciation of the environment. Going forward, this ethos will be more essential to our survival as a species, and just maybe our sanity.