151 Property

•

Challenge

151 Property (formerly Valad Property Group) is a real estate developer focussed on adding value to unloved assets in the commercial and retail property sphere. In 2011 it was acquired by Blackstone, an global investment firm focussed on real estate. Consequently, the business needed to rebrand as a result of the acquisition, and the management team determined this an opportunity to refresh the experience and expression of their brand.

As we embarked on our audit and analysis of the current brand, we discovered that the ‘idea’ of 151 Property is relatively well defined, but we identified our challenge as the need to connect this with the experience of the brand – as things stood, there was a clear disconnect, one that diluted its intent and impact.

Solution

Through our thorough exploration of what 151 Property is we came to a positioning idea of the artisan. Someone whose passion for craft and eye for detail is matched by their creative approach to repositioning real-estate.

Brand story

In a market of commodity real-estate, 151 Property see potential where others don’t. By tailoring bespoke strategies for each of their raw and rough edged properties, they extract the brilliant diamond within.
With a quiet confidence, 151 Property display their craft; a unique marriage of strategy and sensibility. Carefully crafting properties, relationships, and financials they pay close attention to the human details that create true value.

Their name comes from their first property purchase; 151 Castlereagh Street in Sydney. It is a building that epitomises the guiding philosophy and operational methodology of their business, one that enables the company to tailor bespoke strategies for unloved commercial property assets, and to reveal unique perspectives and undiscovered value.

With an eye for quality and attention to detail, the new name and its legacy highlight the team’s mastery of the craft of positioning to change perceptions of property in revealing and ground-breaking ways.