Cut through the marketplace confusion by building a separate brand identity for this division of the Gershman family of businesses allowing for more commercial real estate development opportunities. The Gershman name is synonymous with real estate. Both Gershman Mortgage and Gershman Commercial Real Estate remain family owned and have supported the St. Louis real estate economy since 1948. For most companies that would be a source of marketing strength. For Gershman, the mortgage side of the business was confusing the commercial real estate space they wanted to grow and expand. The solution was to create a separation but point to both.