Even though DMI Vastgoed had been around for almost 20 years, few people had heard of the project developer. With growing projects and ambitions at home and abroad, they wanted to reposition themselves as dynamic (re)developers of medium-sized inner-city housing projects, starting with a new name and style that fitted within the corporate identity of their umbrella group.
When a company is ready to reposition itself, we like to look at where they came from: why was the company founded in the first place? Who was behind that? What did they want to achieve? And then to the future: where do the CEO and owners want to take the company today and what is their vision for the next 5 and 10 years? Through a series of interviews, we learned everything we needed to know to thoroughly redevelop DMI Vastgoed.
We came up with a clear new name: Ciril. The simplicity underlines their way of working: Ciril is dedicated to making the complex matter of project development simpler and more accessible. The clear and inviting name emphasizes their core activity: developing City Real Estate. At the same time, the name also refers to the company’s rich experience and history, starting with founder Cyriel Demot. Ciril redevelops with respect for what was, preparing cities for what is to come.
With the new name and tagline “City real estate for real people” we refer to the founder and the future in urban development on a human scale. In line with the name, we opted for a signature brand. A handwritten wordmark suggesting care, service and personal attention. Ciril is a project developer for and by people. To emphasize this, we used an internal launch campaign to show who Ciril really is: everybody working at the company – from architect to calculator – is Ciril. With all the information we collected, we also drew up a manifesto with Ciril’s vision on living, cities and investing – and published said manifesto under the heading “Who is Ciril?” as an advertisement that appeared in Sabato and other magazines.
We successfully raised the brand awareness and visibility of Ciril as a company, a developer of happy homes and a partner for cities. Not only through advertising, on-site communication, presentations and brochures, but also through a number of development projects we had the pleasure of branding for Ciril.
Could your brand use a strategic rebranding as well?
The new name was an immediate success! Ciril is now a real symbol for our people and our new look is complete: personal, professional, fresh. Great job!
Marketing Specialist Ciril