In August 2006, Macquarie Bank announced its intention to sell its security holding in Macquarie Goodman – one of Australia’s largest industrial property companies. Later the same year Macquarie Goodman acquired three businesses in the UK and Europe – Akeler, Eurinpro and Arlington – making it the second largest industrial property company in the world. Going into 2007, Macquarie Goodman had $35 billion in assets under management, employed more than 1,000 people and had 30 offices in more than 20 countries.

With Macquarie Bank’s exit, the Macquarie name and logo needed to go, and a new brand strategy, name and visual identity introduced. In addition, with the coming together of four distinct businesses (each with a very different heritage, culture and market positioning), a blueprint needed to be developed that defined the new entity in terms of philosophy, corporate culture, positioning and presentation. The inspiring identity and corporate manifesto were developed to engage the team and the market.

The Challenge : 4 businesses in different parts of the world coming together as one with 4 completely contrasting brand positions and corporate cultures.

goodman diagram

Brand Council was engaged to define the brand strategy and work with the business to align this strategy to the company culture, communications and the Goodman customer experience. Over 150 staff and management were involved in defining the new brand philosophy - “Business Outside the Square”.

Goodman's Guiding Philosphy

The new philosophy reflects Goodman’s unique business model, “people” model and differentiated approach to the category. A manifesto was written around this philosophy to make it clear who the company was and what it stood for and to give employees a clear sense of collective belonging.

This philosophy and the supporting brand blueprint was fed into the design process, and Goodman was ultimately agreed as the new brand and company name with a visual identity strongly reflective of the brand stance and direction.

From this point, external communications were aligned around the brand idea “Find yourself in a better space”. The cultural framework was also designed with the guiding philosophy as a central reference point.