US Real Estate's New Marketing and Creative Director is Kertu Irves
Kertu Irves, a marketing and creative director, has joined Urmas Sõõrumaa's company US Real Estate (USRE), taking responsibility for the comprehensive development of the company's marketing and brand story and its real estate developments. Irves's focus is on connecting the company's real estate developments into a unified whole that conveys quality, timeless architecture, and the dignity of Tallinn as a maritime city.
"US Real Estate creates environments that carry meaning. Golden Line, Tallinn's city center real estate, connects places that shape Estonia – something to be proud of and that will remain an architectural legacy for generations to come. This is both a responsibility and an opportunity to create something timeless. This vision is carried by my long marketing background as well as bold and distinctive creative thinking," said USRE's new marketing and creative director Kertu Irves.
Irves noted that joining USRE requires a special worldview. "Our vision is shared: developments are more than just square meters, they are complete energy, development, movement, and meaning. The city must breathe and the sea must be visible and accessible. In developing USRE brands, we create projects that have a quiet confidence and naturally become distinctive landmarks both in the capital and along Estonia's entire coastline. We create sustainable and boundary-pushing spaces. I maintain this same line in marketing too," Irves confirmed.
With extensive marketing experience, Kertu Irves has previously built and led brands in both real estate and energy sectors, working on strategy, creative solutions, and brand systems including Mustamäe Süda, Viimsi Village, and Ampere Plus.
According to USRE CEO Kaarel Loigu, Irves's joining supports the company's vision of viewing real estate developments as comprehensive space creation. "US Real Estate's developments in Tallinn's center are an inseparable part of the city's spatial identity. Artius, Rotermann, Golden Gate, Talsinki, La Marina, Merekindlus, Park Tondi Residences, and other developments form an ensemble called Golden Line. USRE's aim is to shape Golden Line as a whole that conveys the best elements of Estonian spatial culture and appeals to an international audience through its natural dignity. Kertu Irves's joining supports this vision, bringing a striking creative direction to the company's marketing and strengthening both the cultural and international dimension," said Loigu.
"Golden Line is part of Estonia's architectural heritage that lasts from generation to generation and whose value grows over time as a strong investment," Irves highlighted.
