In early September 2016, the M-Dax-listed Bilfinger Group sells its real estate services business with around 20,000 employees worldwide to Swedish private equity investor EQT as part of its strategic refocusing on industrial services.
As part of this process, Truffle Bay initially identifies the cornerstones of the future corporate strategy and the key features of the existing corporate culture through numerous interviews with top management and workshops with employees as a foundation for the new brand positioning.
In addition, Truffle Bay develops the new name and a new corporate design for the former Bilfinger division and optimizes the brand architecture, which ensures maximum attention for the new brand without losing the existing brand value of decades of established specialists.
Services, Real Estate
Insight: Brand analysis, Strategic analysis, Market analysis, Competitive analysis, Cultural analysis
Identity: Purpose & brand positioning, Naming, Claim, Brand strategy, Brand architecture, Corporate & brand design, Story & key messages, Brand & design management
Experience: Brand implementation, Print media
The new name Apleona is a neologism derived from the Greek »pleon«, which roughly means »added value«. With the two framing »A«, it additionally contains an allusion to the entire property life cycle – »from A to A«. If you look very closely, you will also discover the Latin »leo«, which refers to the strength of the lion in a competitive environment. The new name is therefore also a statement to the competition, as Apleona aims to become Europe's leading real estate services provider.
Based on a careful analysis of the market, competition, strategy and culture, the new brand positioning is created with the claim »Realising Potential« as the essence of what the company stands for: Whether office building, production site, data center, shopping mall or multi-functional arena – Apleona finances, advises, develops, optimizes, operates, maintains and sells individual properties and entire real estate portfolios of the most diverse kinds, always striving to bring out the full potential for its clients throughout the entire life cycle of facilities and real estate.
Simple and self-confident: the APLEONA word mark. Clear and without frills, but with the confidence of the market leader and as a uniform umbrella brand across the various companies. The color scheme conveys value, the distinctive visual language a high degree of originality. The brand promise of »Realising Potential« has also been translated into a powerful design element that strikingly visualizes the added value of working with APLEONA – the full exploitation of all hidden potential.
Based on the defined basic elements and a clear layout system, a consistent brand world with a high degree of recognizability is created.
Truffle Bay is an owner-managed, integrated strategic brand consulting and design agency based in Munich. With clarity and creativity we help ambitious companies and entrepreneurs to discover, define, design and bring to life their unique identity – to create strong brands as the compass and catalyst of entrepreneurial change processes as well as attractive and differentiating brand experiences to win and retain customers and employees.
Truffle Bay is a member of bvik – Bundesverband Industrie Kommunikation e.V. Test
© 2023 Truffle Bay, All Rights Reserved.
TRUFFLE BAY Brand Strategy & Design
T +49 89 452 23 65 10
F +49 89 452 23 65 49