Case Study

Leading Europa’s Rebrand

Why rebrand?

Europa Capital, a real estate investment manager, wanted to own a space in the market that would be more uniquely theirs. They didn’t want to rely on the reputations of founders, which limited brand longevity. Additionally, the current look and feel was dated - it no longer represented who they were and what they stood for. From a functional perspective, it didn’t have the flexibility needed for modern media applications either.

What were the steps to change this?

The project to rebrand included a full strategic overhaul, from Europa’s investment approach, to their name (previously Europa Capital) to the core value proposition, voice and visual language.

With specialist skills in brand strategy, creative expression and marketing campaigns, I came on board to oversee the full project. Europa’s leadership team had already appointed a creative agency, who gathered insights through market research and interviews.

Together, we defined the new value proposition, brand personality and supporting message house - which would become a guide for all content creation. This led to developing a new brand identity, website design and all supporting assets. The visual system has various layers of meaning to communicate the new brand, from the colours to the typography and logo device.

The external and internal communications programme needed to be well-planned and considered, to tell the story and bring people on the journey. The rebrand marked a new chapter at a strategic level for the business, so internal buy-in and energy were critical throughout.

What were my responsibilities?

  • Creative Director and overall project lead

  • Oversee the brand strategy

  • Lead all communications, externally and internally

  • Build the team to deliver the project, on budget and to timelines

  • Direct the brand identity development in tandem with a new investment strategy, navigating significant change and stakeholder management

  • Oversee visual language and messaging across all touch points: website, slide decks, events, email templates, social media, office branding and merch

  • Internal comms, inc. developing a new staff newsletter and delivering company-wide presentations

  • Brand video story arc and script, then briefing and managing the video production agency

  • Photoshoot creative direction and production, across multiple shoots (London, Paris, Dusseldorf)

  • Lead the website redesign, new content and go-live

  • Oversee event activations

  • Roll out and adoption internally

Elevating the Marketing

Creating a new brand platform gave the flexibility to elevate marketing content, with a:

  • Cohesive and exacting aesthetic, communicating the brand values and personality on a visual level

  • Considered user experience, using new technologies to respect the audience’s time and deliver something with their needs at the forefront

  • Consistent core message throughout, in a more human and conversational tone of voice

Immersive Events

One year post-brand launch party, we developed a small event experience to run at MIPIM. As a big believer in story-telling, we wanted more creative ways to bring the investment strategy to life, to run as an events cycle along-side other marketing initiatives, supporting our key messages.

Cork and Culinary

I developed a sub-brand and comms strategy for food and wine-tasting events, which were designed to be highly immersive and experiential. We launched this at MIPIM 2024 with a rinse and repeat formula for Investor Day, London prospect events and internally too. Each wine was chosen for it’s link to our strategy, with a wine-tasting notecard at each place-setting. We received excellent feedback for these events.

Internal Consultancy at Europa

  • BTR in Manchester: branding, pre-lease marketing

    I gave regular guidance to Europa’s asset managers on brand development, lead messaging, website and pre-lease marketing strategy, working directly with the operating partner (Native).

  • BTR in Birmingham: RFP

    I worked alongside Native, the operating partner, to scope the brand and marketing requirements, write the RFP and select the agency partners.

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