GFH was positioned as a leading investment house in a booming market, with credentials heavily focused in real estate investment and development. The real estate operation was most recently delivered via its subsidiary GFH Properties.
GFH sought to distance itself from association with a single sector via the creation of a new brand that could hold GFH Properties and other group assets (Falcon Cement and Balexco). From ideation and feasibility, to marketing and sales, projects spanned physical and non-physical assets, plus energy and utility services. A name and identity fit to span a broad portfolio was required.
An approach, couched in ESG (Environmental, Social, and Governance) principles, under the notion of value investing was to deliver end-to-end value considerations into regional infrastructure investment.
Our challenge was to create a brand that could communicate corporate strength, as well as human-level impact, communities and lives. The brand needed to house a broad mix of products, as well as repackage old developments to make their prospects attractive.
The right voice was needed to build belief and foster participation with all stakeholders.
From stakeholder discussions, a clear direction emerged. The new name, Infracorp, fit the approach and products while projecting the perception of corporate strength within the scale-focused infrastructure investment sector.
The identity and graphic language expressed the latitude required to connect corporate and human dimensions. The logo is both a girder and an initialism of the capital letter ‘I’, comprised by two ‘C’s. The pattern can be reshaped and decorated to express physical, dimensional structures with different fills and colors from the humanist palette.
The brand launched internally and externally, earning a great response from staff and shareholders. The Board, Chairman and CEO have been consistently positive about the results. In Q1 2023, the first financial year post the rebrand, Infracorp increased profits by 37%. The work won several awards at other shows.