Upon joining the family firm, then known as "Elizabeth Trump & Son," Donald immediately set out to modernize its operations and expand its reach. While his father was comfortable with the consistent, if modest, returns of middle-class residential development, Donald saw the untapped potential of a massive, consolidated real estate empire. By 1971, he had effectively taken control of the company, rebranding it as the "Trump Organization." This transition was marked by a shift in strategy: he sought to move from the suburbs of Brooklyn and Queens into the high-stakes, high-visibility world of Manhattan. This early period was not without significant conflict; by 1973, his aggressive management style and business practices were thrust into the national spotlight when the U.S. Department of Justice filed a landmark lawsuit alleging discriminatory rental practices against Black applicants. Though the company settled the suit without an admission of guilt, the episode served as an early introduction to the legal battles and public scrutiny that would become a constant feature of his career.