The name Intersection better reflects the firm’s new brand identity, company culture, mission, and vision. | Pexels.com

Heritage Group Rebrands to Intersection

Carrie Rossenfeld Professional Services

The Heritage Group, a San Diego–based commercial real estate management and investment advisory firm, has changed its name to Intersection to align with its new brand identity, company culture, mission, and vision.

The Heritage Group, started by managing partners Mark Hoekstra and Rocco Cortese in 2007, has grown its leasing and management portfolio to approximately 2.8 million square feet and expanded its offices from San Diego to Los Angeles and San Francisco. The company has also deployed more than $300 million in commercial real estate over its 11-year span.

Intersection will remain headquartered in Downtown San Diego. “Internally, Intersection’s new name and fresh look capture who we have become and where we are going,” says Cortese. “We needed to connect with current and future team members and our investors in a way that addressed the significant change that has taken place since we started the company.”

With a generational shift in demographics and a growing team of 21 people in three markets, the managing partners and senior staff found that the old brand no longer represented their company culture, employees, and the services they provide. The firm says Intersection represents the company’s unique competitive advantage, which is offering personalized services, informed strategic expertise, and a full-service extension to its clients’ real estate platform.

“We have always embraced change.” says Hoekstra. “With the introduction of a new identity and cohesive internal brand compass, we have a clear view of how we add value.”