Project Overview
When our client wanted to move beyond property development, we were engaged to rename, rebrand and reposition the business. While evolving the brand, we were mindful not to lose any of the intelligence, professionalism and experience at the heart of this multi-family business.
The brand we developed was Kaleida – a name and a graphic response inspired by the beauty and dynamic nature of a kaleidoscope. An engaging use of colour, texture and imagery reflects the diversity of the business and its ever-evolving offer. Above all, the new brand speaks to the opportunity and flexibility of its exciting future.
Project Commissioner
Project Creator
Team
Creative Director: Rob Davies
Client Service Director: Bianca Lanza
Copywriter: Matthew Kennedy XYZ
Visual Art: Zach Lieberman
Project Brief
Grenade was engaged primarily to reposition our client’s business. To develop a brand strategy, repositioning, new name and brand identity to reflect their new vision. An agile and ambitious developer, our client wanted a flexible brand that could reflect their business short and long-term growth into various other sectors.
The diversity of their business offering across both the development and construction sector, the highly qualified and experienced team as well as their strong understanding of the local and international market needed to be highlighted in the brands communication.
Project Innovation/Need
Initially known as Mercator (which is a reference to the geographical chart), this name no longer reflected who they are and where they were headed. Through the development of a robust brand strategy, we identified a clear and aspirational new positioning and territory. ‘Endless Possibilities’.
Unlike many others in this industry, our client wanted to be known as a developer that can easily flex and diversify. To never be pigeonholed. They are fully immersed in the shifting sands of the property landscape and will adapt to ensure they always deliver exceptional outcomes, financial value and importantly - a legacy their families can be proud of.
Commissioning visual artist Zach Leiberman, we developed a series of visually engaging moving brand images heroing colour and texture – reflecting the diversity of the business vision. Never static, always shifting. As a passionate developer, we saw an opportunity to bring colour and a fresh idea to the property & construction landscape.
Design Challenge
There were several challenges we needed to take into consideration when developing the Kaleida brand including: the name, experience and presence in the local market.
We leveraged this exciting opportunity to create a brand mark and identity system that challenged the norm, pushing the boundaries and ultimately establishing a recognisable and ownable brand that could flex over time. The name Kaleida stemmed from ‘Kaleidoscope’ an always shifting, adapting and never static device which we felt resembled very similar qualities to our client’s vision.
By communicating the teams experience across local and international markets through copywriting and up and coming projects we were able to reflect an honest and humble tone of voice, staying true to the brand and business acumen.
Effectiveness
Since launching the colourful and ownable brand, Kaleida’s portfolio and diverse mix of projects has continued to grow and flourish. The Kaleida brand was intentionally designed to be easily recognisable and have cut-through in the marketplace for all the right reasons. It is a brand that pushes the boundaries that are otherwise traditionally ‘safe’ and ‘restrained’.
Grenade has has also reaped the benefits of the energetic Kaleida brand, with numerous business enquiries stemming from this successful rebrand.
Graphic Design - Identity and Branding - Corporate
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
More Details