Rockbridge is celebrating its 25th year in business and introducing an updated expression of its brand language and visual identity.

Rockbridge began in 1999 with four partners who led the company in quickly becoming a national platform for well-diversified hotel investments built on deep industry relations, cycle-tested strategies and outcome consistency, according to the company. The firm grew out of a core commitment to excellence.

Since cofounder Jim Merkel was appointed CEO in 2008, the company has evolved into the vertically integrated hospitality-centered investment firm it is today. Over the past 15 years, the company has expanded its capabilities and refined its approach to deliver consistent results and enduring value to investors, partners and the communities it serves, the company reports.

“It has become clear that to continue to deliver outstanding results and attract the best talent, we needed a new expression of our brand,” said Merkel. “One that accurately reflects who we’ve become and the values that continue to guide us.”

At the cornerstone of the effort lies the company’s newly articulated foundational language:

We are steadfast optimists.
We believe we can, and should, make the world better.
We relentlessly pursue excellence in everything we do.
We cultivate value in everything we touch.
We are a hospitality-centered investment firm designed to enrich life.

“Our intention is to better align how our brand language and visual identity is expressed with our purpose and mission so that everybody, new and old, knows where we’re going,” Merkel said.

The next 25 years are prefaced by the newly refined brand and the company’s longstanding track record: Rockbridge has 307 real estate and hospitality investments in 39 states worth more than $11 billion in total capitalization and $4.3 billion in assets under management.

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