FutureBrand creates new identity for international leisure centre investor

by Julia Pearlman, Brand Republic 09-Mar-05, 08:10

LONDON - FutureBrand has unveiled its rebranding of international shopping and leisure centre investor Sonae Imobiliaria under the new name of Sonae Sierra.

The rebrand has been developed to get across the diversity of the company and reflect Sonae Sierra's passion and innovation for retail and leisure environments. The new brand identity is being rolled out worldwide with immediate effect.

The launch will be developed internally with a year-long series of management workshops and externally across a range of applications, including the company website.

The brand alignment programme has been developed to support the management team in delivering the brand internally and promote the new brand as not just a name change but "also a rebrand from the inside out".

Patrick Smith, European CEO of FutureBrand, said: "We have helped Sonae Sierra to reposition itself, focusing on energetic brand strategy through an energetic look and feel.

"This strategic process creates a modern brandscape that will simultaneously embrace the company's successful reputation and dynamic vision for the future, as well as communicate the brand essence."

Sonae Sierra operates in Portugal, Spain, Italy, Germany, Greece and Brazil. In 2004, the group's shopping centres had more than 400m visitors.

FutureBrand, part of the Interpublic Group, includes Microsoft, Dupont, GM, Pfizer, GlaxoSmithKline, AT&T, UPS, Telefonica, British Airways, Nestle and Coca-Cola among its clients.

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