Brookfield
The CEO of Brookfield Properties, which is widely known for a real estate portfolio that includes many of the world’s most valuable and high-profile buildings, wanted to convey a higher purpose: to build thriving communities.
Brookfield Properties manages a vast real estate portfolio, including office, multi-family residential, retail, hospitality, and logistics buildings. Its corporate offices span nine countries around the world, including China, India, Germany and the US. In recent years, real estate companies like Brookfield have faced growing pressure to operate sustainably and contribute to the communities in which they operate—while continuing to deliver outstanding financial performance for their investors. The company’s CEO saw this as an opportunity for Brookfield to take on a new role in the communities in which it operates.
In interviews with tenants, real estate brokers, industry consultants and Brookfield executives, we learned that the company stood out among competitors for its values-driven culture and its long-term perspective on the drivers of real estate performance. Interviewees were beginning to see Brookfield as a creative organization with the ability to envision opportunities that might not seem obvious or viable to others. They told us that the company’s people understood how their properties could impact businesses and communities—an understanding not universally shared in the real estate industry.
These insights led to a brand that was all about seeing possibilities—the potential impact that a building or development can have on people and communities. “Real estate is about more than floor plans and square feet. Done right, and with imagination, it has the power to energize communities. Transform industries. Enhance lives. We’re Brookfield Properties. We reimagine the unique potential of real estate to build a world that works better for people, businesses and communities everywhere.”
The new brand elevates Brookfield Properties’ value proposition from building offices and homes to building communities and local economies. The brand serves as a framework for communicating how Brookfield Properties partners with communities, offers an unusually broad array of amenities, and focuses on applying creativity and ingenuity to everything it does. A synchronized global brand training initiative empowered the company’s workforce, including communications professionals in nine countries, to speak with one consistent—and consistently compelling—voice.
Launched through a new website, among other communications, the “possibilities” brand gained immediate traction—with employees, brokers, tenants, community leaders and investors—advancing the CEO’s vision of transforming Brookfield Properties into a catalyst for stronger communities.
The global brand training that DB conducted empowered our teams across nine countries to consistently execute our brand.
