MY ROLE
Client/project lead at Principals Branding Agency.
THE TASK
Tribeca (formerly Tribeca Capital) is an established player in the Australian residential property development market. Their growth ambitions required a stronger presence in the minds of their customers – not just their property agents. They needed to be clear about how they were different from their competitors and the value they deliver through their investments. Tribeca required a stronger brand platform to support these growth objectives and a clearly defined way of beginning to connect and communicate with their target audience.
THE INSIGHT
They needed to raise awareness and an emotional connection to the brand with end investors/homeowners – not just the immediate sales network (agents). To do this, we needed to reduce the complexity in the organisation (caused by numerous sub-brands) and deliver a brand that feels more inspiring and inclusive and that more clearly communicated its purpose and difference.
THE SOLUTION
The new brand idea ‘Futures reimagined. Dreams lived’ has become the driving force for the brand. This captures what they seek to achieve for their investment customers (whether first time investors or even owner occupiers.) We simplified the way in which the brand communicated to audiences – through streamlining the portfolio to a masterbrand structure and through a revised name – ‘Tribeca’. A new logo and visual identity system was created to support the new brand platform, a contemporary and unconventional design for the category, creating strong differentiation and stand out.
FUTURES REIMAGINED. DREAMED LIVED.