NB Real Estate

This is a case study by Typhoon Creative Partnership.

Project

Brand identity

Background

Nelson Bakewell was formed in 1982, rapidly establishing itself as one of the country’s leading property consultancies. In 2007, a change was needed. Relaunching under a new name, the company required a distinctive positioning in the market, a clearly defined tone of voice for communications and a new look and feel. Nothing less, in fact, than a complete rebranding. And not just to the outside world. Internally, staff had to be comfortable with everything from the corporate identity to what the organisation actually stood for.

What was done

Typhoon undertook the task for the newly named company – NB Real Estate. It did this by means of a single defining idea: space.

Typhoon identified that NB Real Estate is in the business of space – leasing it, managing it, investing clients’ money in it. More than this, it recognised that there was a constant desire among NB Real Estate staff to seek new ways of utilising it. Their innovative and unorthodox approach, in an increasingly tight market, meant that they added to the economic, social and environmental value of property space.

The brand communication started with a campaign of teaser ads. Launch ads followed. Challenging and thought-provoking, the executions put forward the notion of space in the broad sense while tying it back to NB Real Estate’s treatment of it.

New name, new logo. The solution was one of four vertical bars delineating three spatial areas. This encapsulated the brand idea in graphic form and simultaneously represented the company’s three divisions – management, markets and consultancy.

A new colour palette brought things up to date and provided the flexibility to adapt to all communications.

An Annual Review and five minute film launched the new company to both the wider market its own employees. At the same time, a more informal brochure, entitled ‘into NB Real Estate,’ was produced for employees only. The branding also manifested itself in such diverse applications as vehicle livery and recruitment ads. Meanwhile, a brochure detailing the company’s training courses, NB Genius, took the concept further forward.

Launched in June 2007, the branding brought about a sea-change at NB Real Estate. Every aspect of it drew immediate and positive feedback from clients.

Client testimonial

Brand and Marketing Director Juliet Bray said...

“The rebranding process has brought our business differentiators into sharp focus. We’re very excited about the brand and we now have a very clear and compelling path to future success. It’s already attracted new business opportunities, and there’s a renewed energy at NB Real Estate that’s flowing through to every aspect of the business.”

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