GLP Capital Partners
New brand attracts interest of alternative assets sector
GLP, a global leader in commercial real estate, believed it could best unlock the value of its capital markets business by spinning it off.
To make that happen, we created a brand that would appeal to institutional investors, compete with industry giants, and forge its own identity while leveraging ties to GLP.
- What we did
- Message architecture
- Brand architecture
- Brand identity
- Creative platform
- Site development
- Employee communications
- Brand playbook
Understanding the company’s DNA
In our discovery process, we were struck by company leaders’ passion and values, their belief in growing by balancing dual perspectives and achieving mutual success. Translating that into a brand they could get behind, we created a compelling new platform: “Respect drives results.”
Capturing the brand’s visual essence
The next challenge? Establishing a visual identity that threaded the needle – maintaining synergies with GLP, evoking the gravitas of a fund manager, conveying the new firm’s unique humanity, and providing flexibility across all communications.
Introducing GLP Capital Partners
With the brand set, we quickly developed websites in English and Chinese for launch (with a full global rollout to follow) – plus corporate communications for investors, the media and employees. All of which helped lay the groundwork for a very successful sale.
Results
$3.7 billion
acquisition
of GLP Capital Partners’ assets outside China by Ares