Plaza REIT was a brand story waiting (and worthy) to be told.
Plaza (Retail) REIT (TSE: PLZ.UN) was an anonymous brand in a category under scrutiny. As a Retail REIT, Plaza inherits all the dynamics of the category – concern about rising interest rates, retail supply vs demand, and the e-commerce movement.
But to not know Plaza is to not know that they are unlike any other Retail REIT in their behaviour, strategy, and successful track record. And herein lies the dilemma... Those who know Plaza, love them. Those who don’t – really don’t.
It was time Plaza stepped into the limelight and proudly claim its place.
Our mandate was to rebrand Plaza through an in-depth strategy and discovery process in order to inform the new visual design identity.
Many brands treat their business cards like an afterthought. Plaza, on the other hand, viewed them as a calling card reflecting their new brand image.
Launching the new brand identity to employees was important.
The website had many stakeholders. All who used the site differently.