Co-founder Joseph Bramante came to us with two requirements for re-branding his full-service, multifamily real estate company: develop a name that comfortably fit within the industry’s conservative tone and played to the firm’s three core investments. The name needed to be friendly in tone, but strong enough to reflect a company with over $40 million dollars in assets. TriArc Properties emerged during the second round of naming. The use of “arc” suggested connection and support whereas “3” spoke to the firm’s emphasis on core-plus, value-add, and opportunistic investments.