After a period of takeover bids, the team at Investa wanted to set a clear path for the future. They needed a distinctive brand positioning and an identity to get them on their way.
DEVELOPING THE STRATEGIC INTENT
The project started with a 360º brand review which included interviews with key audiences, both internal and external. We uncovered a unique, connected internal culture at Investa. This culture, when combined with strong leadership and expertise in Australian workplaces became a clear point of difference to both investors and tenants. From this, we defined a simple but passionate purpose – ‘We enable Australian work life to thrive.’
AN IDENTITY CAPTURING THE ESSENCE OF THE BUSINESS
A new logo was developed including a symbol which uses abstract forms, representative of people and place uniting to create a letter ‘I’. A design toolkit was created including a simple visual metaphor for growth – the ‘thrive graphic’, as well as colour palettes, illustrations and icons. Photography capturing the Investa team at work, their tenants and the workplaces they own and manage were also created.
CONNECTING WITH DIFFERENT AUDIENCES
Confident, intelligent and flexible, the new identity stretches across their diverse audience base – from lively and engaging with tenants and internal audiences to a serious business tone for investors. We helped build a stronger thought-leadership position across the industry through broadsheets, digital comms and a sustainability report. The project included an extensive rollout across all audiences and multiple touchpoints.
ONGOING BUSINESS SUCCESS
Prior to launch, we worked with the brand and leadership team to create podcasts and internal briefing sessions to build momentum behind the change. Committed to a hard launch date we supported other Investa partners on a comprehensive signage refresh and a new website. Our brand film played a central role in the launch.
The new identity was part of a wider business strategy, which since launch has seen Investa achieve continued business success including new partners for shared work spaces, strong sustainability performance and an increased share price.
