B2B | Thylander

All Sides of One Brand

Introduction

 

Capturing the essence of private equity real estate since 1986
Thylander, now in its fifth decade of Danish private equity real estate, maintains second-to-none expertise and an enviable track record within its category. Taking stock, the management decided to consult with Sunrise to reappraise its entire brand profile and communication platform. Through an analysis of company, market and target group insights, Sunrise was able to pinpoint the key distinguishing factors that could shape the foundation of a unique brand and craft the elements that could express the tone, look and feel of a company at the top of its game.

Challenge

Creating a brand profile inspired by duality
With its strong track record historically amongst Danish investors, Thylander wanted to create a stronger profile to both attract international clients and capitalize further on its domestic status as the go-to firm within private equity real estate. The analysis revealed that the essence of Thylander was its “razor sharp” focus on Danish private equity real estate since its establishment in 1986. By accumulating decades of experience in the category and treading its own path, Thylander has been able to offer its clientele the foresight necessary to make the investments of tomorrow, today. With both tradition and foresight at its core, the challenge was to encapsulate Thylander’s duality into a distinct brand narrative and visual expression.

Solution

 

Razor-sharp focus both past and present
To solve Thylander’s challenge, the team at Sunrise had to create one unifying narrative and design language to capture the contrasting facets of Thylander’s identity. Recognizing its achievements of the last 30 years began with writing a brand manifesto which laid out the longevity of Thylander’s unique ability to focus, culminating in the line “Razor sharp focus on Danish real estate since 1986”. This razor-sharp focus stems from both Thylander’s experience and its ability to see new opportunities where others do not. Visually the duality of drawing upon experience was manifested in the blue notes of the design, while the foresight of new opportunities shown in red accents.

Lars Thylander, Partner and Chairman of the Board, Thylander

“With the new brand platform, we have succeeded in clearly and effectively getting across who we are and how we create value for our investors. It’s spot on for the way we want to be seen in the market.”

 

Brand Manifesto

One common narrative was written for all employees and stakeholders of Thylander in a tone that reflects authority, expertise and the distinct value offered to the private equity real estate market.

Corporate Visual Identity

 

The new visual identity of Thylander expresses professionalism and expertise, while also paying homage to Thylander’s Danish roots and heritage in the Copenhagen real estate market.

Both the colours and typography of Thylander’s new visual expression draw upon the company’s Danish heritage and expertise within Copenhagen private equity real estate. The colours are inspired by the architecture in the city centre and the typography reflects classic Copenhagen signage with its minimalist, clean lines and modernist references.

A new picture style for Thylander was also defined. Portraits are professional while also conveying personality, authenticity and narrative. Properties present buildings in ways that capture interesting details and geometric lines, and at other times showcase the building as a whole. Furthermore, a characteristic overlay creates a distinct visual expression that helps Thylander stand out from the competition.

The cornerstone of Thylander’s new visual universe is the logotype with its solid, bold expression and accompanying insignia, to be used throughout communication elements. The new brand has also been rolled out in a sales presentation – a vital touchpoint for the acquisition of new clients. Finally, a new website places the brand platform and visual identity into a digital context.

Lars Thylander, Partner and Chairman of the Board, Thylander

 

“The brand platform is a true reflection of our 34 years of experience and the array of knowledge and foresight needed to succeed in this business. We have always focused on the Danish private equity real estate market with pride and precision and this new brand platform captures the story we’ve always lived and are now encouraged to share further.”

 

 

Do you want to hear more?
Contact CEO and co-owner
Simon Hertz
+45 22 70 77 10 or sh@sunrise.dk

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