Fortress Brand Identity
Fortress REIT Limited is the third largest Real Estate Investment Trust in South Africa, with a diverse property portfolio comprising more than 292 investment properties valued at approximately R26 billion. Fortress approached Xfacta to assist in rejuvenating the brand identity, update the brand architecture and find a distinctive new proposition that would better define the Fortress essence.
The result was a distinctive brand style that captures the innovative and progressive spirit of Fortress with two new portfolios - Fortress Logistics and Fortress Retail. Certain characteristics were maintained and optimised so as not to unnecessarily reinvent the wheel (or the fort in this case), but to rather embrace the proud heritage of the brand. At the heart of what Fortress does is Powering Growth - the growth of its people, the growth of its tenants and partners, and ultimately the growth of the country. A simple proposition that perfectly articulates the DNA of the business and brand.
The result was a distinctive brand style that captures the innovative and progressive spirit of Fortress with two new portfolios - Fortress Logistics and Fortress Retail. Certain characteristics were maintained and optimised so as not to unnecessarily reinvent the wheel (or the fort in this case), but to rather embrace the proud heritage of the brand. At the heart of what Fortress does is Powering Growth - the growth of its people, the growth of its tenants and partners, and ultimately the growth of the country. A simple proposition that perfectly articulates the DNA of the business and brand.
Credits
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Creative Director: Shaun Botes
Strategy: Greg Pfuhl
Strategy: Greg Pfuhl
Lead Designer: Kim Francey
Copy Writer: Carole Watkins
3D and Animation: Greg Cook
Account Manager: Greg Pfuhl
