Fresh PowderPre-development brand strategy
Fractional CMO
All work Work / RCKRBX
A backlit poster in a dark perforated-steel transit wall: CoStar, Yardi Matrix, RealPage, then the RCKRBX wordmark and Three names you know. One you will.
Selected work

RCKRBX

Software for the Built World Product, brand, go-to-market Demand intelligence for real estate

Software for the Built World

Most real estate data starts with the property. This one starts with the customer.

Real estate decisions are made on supply data: what exists, what it rents for, how it performs. The customer’s view usually arrives late, often after the site is bought and the program is set. By then it can only explain a decision. It can no longer change one.

Category
Demand Intelligence for Real Estate
Users
Developers, investors, asset managers, operators
Our role
Co-founder · product and marketing lead
Coverage
Every asset class · patented methodology
Phase
2.0 moving into production
Disclosure
Michael Goodgold is a co-founder of RCKRBX
The role

Michael co-founded RCKRBX and leads its marketing and product. Over the past year he led the rethink of the platform as RCKRBX 2.0, which takes a research practice and turns it into software.

RCKRBX’s research now covers every asset class, and its methodology is patented. The platform is moving into production on a specification tested before a line of production code was written.

The work

Six jobs, in the order they happened.

  • Product definition. Designed a role-based platform. Each user, whether developer, investor, asset manager or operator, starts at the questions they own and not a generic dashboard.
  • Prototype. Built and tested a full working prototype across more than 300 iterations. It now serves as the specification for the production build.
  • Category. Named the category, Demand Intelligence for Real Estate, and drew a clear line between supply questions and demand questions.
  • Brand. Built the identity system: wordmark, palette, type and rules. One standard now covers the product, investor materials and client proposals.
  • Go-to-market. Wrote the investor narrative and the client proposals that place research directly into pre-development workflows: site selection, unit mix and rent, product definition.
  • Build. Wrote the development RFP. Engineering partners compete through a paid discovery sprint before any build price is fixed.
The brand, out of doors
The RCKRBX wordmark on a wall-sized screen in a dark concourse
The wordmark at wall scale. Nothing else needed.
A bus shelter with three RCKRBX panels: the wordmark on glass, a cream poster reading Everyone explains the asset. We explain the customer, and a dark panel with the orange square and rckrbx.com
The shelter. The positioning, in one sentence, at a bus stop.
A dark poster in a stone portico: CoStar, Yardi Matrix, RealPage, then the RCKRBX wordmark and the line Three names you know. One you will.
Three names you know. One you will.
A conference screen reading Welcome in large serif type, an audience in silhouette, the RCKRBX wordmark top right
The holding slide. Today we bring the customer into the decision.
Brand Imagery

The identity.

RCKRBX wordmark in cream serif capitals with an orange square, on ink

The wordmark. A serif, a full stop in orange, and hard edges throughout.

The RCKRBX 2.0 platform on a laptop, a project intelligence screen with benchmark tables

2.0 · the product, same typefaces, same restraint.

Collateral
RCKRBX brand book cards laid out at an angle: logo, color, type, imagery and verbal pages in ink, cream and terracotta
The brand book, rev. 1.4 · logo, color, type, imagery, verbal.
RCKRBX brand book imagery pages: golden-hour cities, people in context, data as light points, material detail and mountain horizons, each with a one-line shot note
Imagery · places, people, data, potential. Cinematic, intelligent and human.
Seven RCKRBX pencils standing on a wooden table, each printed with a palette name and value: Terracotta, Terracotta Deep, Terracotta Light, Blush, Cream, Stone, Ink
The palette, sharpened · three terracottas, blush, cream, stone and ink.
What it means for you
Define it before you build it.
The same discipline applies to your product, your platform, or the research behind your next site.
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