Quintessential has unveiled an evolved brand identity as part of its business strategy and has introduced several fundamental changes to its executive team and advisory board.
Specialising in property regeneration and development,the business has unveiled a new brand identity that reflects its ambition for growth and vision for the future.
Quintessential has a growing national portfolio as a property developer and leading commercial landlord, offering a high quality,personable service for its tenants and investors.
The brand extension reflects its maturity, evolving to align with the future direction of the business.
Strategic changes to the brand architecture include amplifying two defined products, Quintessential Development and Quintessential Assets, and one service, Quintessential Invest, under Quintessential's parent brand, with an ESG (Environmental, Social, Governance) commitment threaded throughout.
To differentiate between the products and service, a mature colour palette of blue, charcoal and green complements the company's iconic orange as part of the evolved and progressive brand identity.
Globally renowned brand strategists from Human Matters, Peter Wilson and Quintessential's Head of Marketing, Carmen Smith, were behind the strategic and tactical rebrand.
"While the changes to the brand identity asset suite are subtle, designed to differentiate,they provide refinements that allow us to grow into our future ambitions," explains Quintessential's Carmen Smith.
"After13 years in the market, our identity and presence have evolved, and our brand identity must reflect the relative maturity. We are a trusted, dynamic,capable, and engaged property business with an experienced team; our brand reflects the agility and professionalism that resonates with ur stakeholders."
Working closely with Ms Smith on brand evolution,Mr Wilson has led and developed over 100 brands across six continents for organisations, events, destinations, products, services, and companies. With expertise in property, finance and investment, Mr. Wilson has worked on a combination of government and private sector rebrands.
"I was engaged in this project to help prepare Quintessential's brand structure,definition and expression for the next ten years. Quintessential acknowledged the importance of aligning the brand and culture with the business strategy and were dedicated to ensuring they supported one another."
"This particular rebrand was one of the bravest, most transparent and actively engaging brand reviews that I have seen in several years," explains Mr Wilson.
Carmen Smith said the original Quintessential logo will drop Equity from its name to allow for diversified future growth.
Aligned with the business ambition, Quintessential's rebrand follows key recent appointments of new CEO Richard Lucas, Chief Investment & Operations Officer Andrew Borger, Chair of the Advisory Board Peter Kahan and former CEO Russell Bullen, also joining the company's Advisory Board.