UK group constructs brand for Wilmorite

Moon has revamped US commercial property developer Wilmorite’s corporate identity, which launches this week.

The consultancy has also designed an annual report and is working on the rebranding of the company’s construction management division, which relaunches in September. The rebranding of Wilmorite’s property management division will follow later in the year.

According to consultancy director Richard Moon, Moon will also be redesigning the Wilmorite website in the autumn.

The identities will be applied across all corporate and marketing communications, stationery and, eventually, the website.

“The logo we have created is quite radical for this sector and has a built-in versatility that will be exploited over the coming year,” says Moon.

This is the first time in 50 years that the identity for New York-based Wilmorite, which owns 17 US shopping centres, has been changed.

“The company is expanding and felt it was time for a new identity. We are involved at a very strategic level in terms of its marketing focus.

“This centres on how it can convert itself from a successful company into a brand, as the company has had little or no brand awareness. We are concerned as much with what it says about itself as how it says it,” he adds.

Moon was appointed in January without a pitch.