I've been involved with the Growthpoint Properties brand for almost two decades, having designed its first identity in 2001, then it's rebrand in 2007, and it's evolution again in 2015.

In 2015 the shareholders felt the need to support the company's rapid success and it's increasing involvement with sponsorships and endorsements, with a distinctive, memorable, and clear icon to accompany the existing wordmark. The iconic ‘G’ is represented as a lens through which everything should be viewed - not only a literal nod to the buildings that Growthpoint invests in but also represents vision and transparency. The diagonal lines and perspective indicate forward and upward movement, signalling growth and a constant drive for improvement. 

The updated branding was rolled out over a few months in 2015 to over 477 properties throughout South Africa and 51 properties in Australia.

Over and above the core identity application, I've completed a vast scope of projects covering brand touchpoints from TV, radio, online content to annual reports and exhibition design.

Agency The New Black
Creative Director & Brand Designer Christopher Gough Palmer
Art Director & Visual Language Designer Marina Greaves
Design Team Ivana Raguz, Jeffrey Moodie
Copywriter Catherine Ireland
Producer Tamarin Gerriety
Photographers Nick Van Renen & Andrew Mc Garrity
Animations & Illustrations Creon Eftychis, Frank Weber, Nicolas Janse van Rensburg