Newly acquired by investor Starwood Group, and under the guidance of new leadership, real estate investor RDI REIT was ready to reinvent for a new era.

We partnered on

  • Naming
  • Brand positioning
  • Visual identity
  • Brand toolkit
  • Messaging and tone of voice
  • Business communication design

The ambition

Brand reinvention to drive realignment of the business for growth and bring the team on the journey.


The ideas

Through a collaborative and rapid creative process working with the senior leadership team, we radically overhauled the brand identity. Radical for our client, but not for their clients. It was important to retain the confidence and credentials of an established player in a market looking for reassurance and stability. A new name, new positioning, new visual and verbal identity all signalled a complete reset to support a restructured portfolio and a future growth ambition.


Working closely with the team at Brightbay during the strategy phase of the project, we identified core themes and narratives that emerged. A new brand and name needed to convey focussed professionalism, and establish and grow credibility.

Warm coppers and muted greys underlined the desirable and credible personality the brand needed to convey, and also to stand out from the industry tropes of ‘corporate colour’. A brand idea of ‘invested…’ was developed which gave an emotive resonance, flexibility and personality.