Broll Property Group
Broll, a leading commercial property services group, engaged Ideate Studios on a retained and ad hoc basis to support brand strategy, digital transformation, and executive advisory. While the business was strong, its digital brand expression had become complex, cumbersome, and difficult to translate consistently across platforms. The brief was not to reinvent Broll, but to modernise and simplify its digital presence—making it clearer, fresher, and more effective, while retaining the integrity of the existing brand.
Simplifying a Complex Brand
Simplifying a Complex Brand for a Digital-First Future
Broll faced several interrelated challenges:
● A digital and online brand expression that was overly complex and difficult to apply consistently
● Limited clarity in digital communication across platforms
● The need to align brand, internal communications, and marketing activity in a way that could scale
● Growing pressure to integrate traditional PR, digital marketing, and new technology-led solutions
● Strategic growth ambitions, including international affiliations and public sector tenders
Our Approach Ideate took a strategic, phased approach focused on simplification, clarity, and long-term usability:
● Brand Strategy & Executive Advisory Worked closely with Broll’s executive team on brand positioning, strategic direction, and growth considerations, including international affiliations and supplier development.
● Brand Refresh (Without Rebranding) Rather than changing the logo or core identity, we refreshed and extended existing brand devices—introducing new elements to create a more modern, distinctive, and flexible digital expression. Simplicity was a guiding principle.
● Digital-First Rollout The refreshed brand was first implemented across social media, then filtered into internal communications, digital assets, and marketing materials. This ensured real-world usability before wider rollout.
● Content & Brand Storytelling Produced brand story videos, year-end videos, interviews, and digital content to refine and clearly communicate Broll’s narrative—internally and externally.
● Corporate & Digital Assets Developed new corporate presentation templates (still in use), strategic visual recommendations for the website, and a comprehensive digital brand “Bible” to guide future implementation across the business.
● Digital Transformation Initiatives Supported and advised on: ○ An online auctions platform
○ An online e-training platform and digital content
○ Co-crafting a digital smart buildings solution
○ Creating engaging online experiences and campaigns for brand building
● Strategic Partnerships & Growth Enablement Played a key role in developing the joint brand strategy and logo for Broll’s partnership with Cushman & Wakefield (UK)—bringing together brand stories from the UK and South Africa, supported by digital training and internal brand culture tools.
● Integrated PR, Digital & Crisis Management Integrated traditional PR with digital marketing solutions, managed social media and online reputation, and supported effective online crisis management when required.
● Public Sector & Tender Support Assisted in crafting a successful tender to the Department of Public Works for integrated facilities management services.
The Results
● A significantly simplified and modernised digital brand system, without losing brand equity
● A scalable digital brand framework supported by templates and a brand guide
● LinkedIn audience growth from approximately 10,000 to 35,000 followers, driven by refreshed branding and content strategy
● Stronger internal alignment through clearer digital and communication tools
● Successful contribution to strategic partnerships and public sector wins
● A brand system designed for longevity, practicality, and future growth