Imagination has rebranded property development company Quintain, emphasising its credentials in sustainable construction.
Quintain, whose projects include the £4bn regeneration of a 35ha area around Wembley Stadium, appointed Imagination in June. It briefed the design consultancy to develop ‘a visual language that could grow with the company’ and reflect its policies on sustainability.
Imagination created three masterbrand identities for Quintain’s Special Projects, Investment Portfolio and Fund Management sections, plus a range of simpler logos. It is also working on interactive hoardings from which passers-by will be able to download information.
‘Now that Imagination has given us a brand toolbox, we will work with other consultancies on targeted marketing strategies, wayfinding, reports, and other materials for each of our developments,’ says Quintain’s head of sustainability initiatives, Hilary Reid Evans.
In future, Quintain intends to source design consultancies local to its construction sites. ‘Historically, we have worked with certain designers, but the past is no template for the future,’ says Reid Evans.
Quintain is currently developing sites at Wembley, Greenwich, Middlehaven and Brighton. Lacking an internal design team, Quintain head of design development Julian Tollast commissions designers, architects and masterplanners for projects.
‘The new branding breaks with the conventions of the property development sector, which is full of Alan Partridge blazer badge-style marques,’ says Imagination chief executive and global creative director Douglas Broadley.
‘The visual system uses a range of cultural cues, so it is capable of changing in tone and character to address the wide spectrum of current needs. In addition, we see it evolving to stay in tune with Quintain’s brand and business as it grows, over time.’
The new branding launched last week, but will not appear on Quintain’s website until April, at the earliest.