Vale Real Estate

Project info / Insight:
Vale Real Estate is a UK-based commercial property advisory and asset management firm specialising in retail and mixed-use assets, particularly shopping centres and town-centre destinations. They support owners, investors and stakeholders with asset management, development, investment planning and debt restructuring strategies to optimise performance and reposition assets for today’s market.

Through strategic marketing, Vale has positioned itself as a forward-thinking authority in the property industry, clearly articulating its purpose and expertise to its target audience.

Challenge / Idea:
The challenge was to create a brand that would reflect all the above and honour the rich legacy of the company while also signalling a shift towards a more digitally oriented future.

Design / Results:
I designed a brand identity that reflects trust and confidence, with a logo that behaves like a stamp of approval. By taking opposing corners from a square shape, I was able to create a graphic symbol formed as an outline of a square using negative space, which also functions as a viewfinder-like symbol. I then paired this with a perfectly kerned wordmark designed to reinforce trust and confidence.

The graphic symbol became the thread, working as openers for social media content, videos, and printed outputs. The colour palette further reinforced trust and confidence. I also established the slogan ‘Every sq. ft matters to us,’ which connected directly back to the logo.

As a result, there has been a significant surge in brand recognition and engagement. The new logo has been seamlessly integrated into a wide range of marketing and presentation materials, including social media, events, hoardings, and signage, cementing Vale’s position as a leading name in the industry.