Northquest, formerly Global Rental & Leasing (GRAL) and Global Clean Energy Finance (GCEF), helps businesses secure the infrastructure and resources they need to grow, by offering innovative managed service agreements as well as traditional rental agreements and chattel mortgages.
At the time of BrandMatters’ engagement, GRAL, GCEF and Translease were three businesses with common ownership, but no parent company.
The introduction of a new international accounting standard meant that from 2019, all operating leases need to appear on balance sheets, prompting businesses to look for solutions that could fund infrastructure as an operating expense.
The companies had innovative offers to address this need and strong potential for growth, however there was crossover between the brands, and the brand identities and lack of consistency didn’t reflect the calibre or essence of the brands or the management philosophy.
Management and marketing therefore realised that brand architecture, brand naming and brand positioning all needed to be addressed to better reflect the businesses and people, to enable growth and to take them into the future.
We started with an information gathering phase including desk research, senior stakeholder depth interviews and a workshop with the channel managers.
The insights gleaned led to the development of brand architecture, brand naming and brand positioning recommendations, which were workshopped with the client and then refined. We recommended that the GRAL and GCEF brands come together under a single, new brand, which we called Northquest, to reflect the values and behaviours of innovation and striving inherent in the businesses and people.
We translated the brand positioning into a compelling brand story, key messaging and an employee value proposition (EVP).
We created a new logo and visual identity for Northquest and new corporate stationery, and documented it all in a set of brand guidelines. We also conducted website planning, created a website strategy, and then designed the new website and wrote the website copy.
We also held brand launch and marketing workshops, documented the brand launch plan and produced three brand videos – one telling the brand story, one explaining the changeover from GRAL and GCEF to Northquest and one explaining the managed service product offering.
Northquest employees are excited by and engaged with the brand, as it now truly reflects and brings to life the essence and spirit that always resided within the businesses.
The brand identity and story are strong, clear and consistently applied and articulated by all stakeholders.
The organisation is poised for growth - they are leveraging the new brand and expanding into Singapore.
BrandMatters continues to work with Northquest on developing new collateral and marketing communications materials.