Enterprise Rebrand
Country Base: Australia
Industry/Sector/Keywords: Architecture, Construction, Property Development, Property Management, Real Estate, Retail Stores, Land Development, Home Building, Residential Design

Below: Before and After Images in Slide Show, Video, Summary, Credits

Industry Setting

TRIBECA specializes in the art of property development. They needed to bring this positioning to life in a unique and distinct way. Demonstrating how they deliver not just an amazing property investment opportunity, but how they help their customers achieve their dreams.


TRIBECA (formerly Tribeca Capital) is an established player in the Australian residential property development market. Their growth ambitions required a stronger presence in the minds of their customers, and they needed to be clear about the value they deliver through their investments. TRIBECA needed a strong brand platform to support these objectives, and a clearly defined way of communicating with their target audience.


The company needed to raise awareness and make an emotional connection between the brand and end investors/home owners. To do this, we reduced the complex, numerous sub-brands and created a brand that feels more inspiring and inclusive, while it communicates its purpose and difference more clearly. Credibility and strength along with clarity in function were important attributes to communicate along with being very aspirational and strong with its promise.

The new brand idea ‘Futures reimagined. Dreams lived’ became the driving force for the brand.
We simplified the way in which the brand communicated to audiences by creating a masterbrand structure and revised name – ‘TRIBECA’.  A new logo and visual identity system was created to support the new brand platform, a contemporary and unconventional design for the category, creating strong differentiation.


The agents’ network has been very positive about the brand. Signage implementation has cut through, creating freshness and strong presence for the brand, within a short time frame.


Client: Tribeca – www.tribeca.com.au

Brand Strategists/Designers: Principals – www.principals.com.au

Group Account Director: Tui Horo
Senior Designer: Josh Sobel
Creative Director: Darren Swain
Executive Creative Director: Simon Wright
Strategy Director: Daye Moffitt
Strategy Consultant: Sandeep Dighe
Associate Director of Brand Language: Carrie Dennes