Dynamic rebrand highlights that Brindley is the place for work and leisure

James Campbell Adamson and Raj Rajput from Hines

Hines, the international real estate firm, has launched a new look and brand identity for Birmingham’s Brindleyplace estate as the latest step in its ongoing programme of investment, following an extensive period of research to improve the customer experience.

Forming part of a wider strategy for the estate, over £7 million has been committed to the refurbishments and updates of the Oozells Building and Three and Four Brindleyplace, by asset managers, Hines UK.

The next chapter in the landmark estate’s visual identity goes beyond the creation of a new logo, focusing on a more engaging approach to both the leisure and commercial sides of the development.

The new vibrant and dynamic brand speaks volumes about the Brindleyplace estate and the reasons so many local and global companies choose to call it home.

Every touch point across the 1.5 million sq ft estate has been considered – from updates to over 300 signs, to briefing of all on-site staff, and enhancement to the estate’s renowned events programme, alongside the development of a series of new initiatives, many of which are focused on wellness such as landlord-subsidised yoga sessions.

Brindleyplace is also continuing to focus on bringing together the very best facilities and events to its community, with a series of new physical and digital initiatives due to be delivered in the coming months.

James Campbell Adamson from Asset Manager, Hines, said: “This rebrand exercise goes far beyond the visual identity of the estate and we have used this opportunity to fully explore the services that we offer our occupiers and particularly how we can create an even greater sense of community.

“Through a combination of providing class-leading commercial accommodation set in a fully managed environment, and an ever-evolving series of benefits for estate occupiers, Brindleyplace has remained a market leader and this new brand is reflective of that position. The investment in this rebrand is reflective of the current office sector within Birmingham and will ensure that we remain a dynamic and desirable commercial destination for both existing and potential occupiers.

“While we want to ensure that the estate moves with the times with this contemporary new brand, our predominant message here is that it remains the same great place with the same great team.”

Caroline Pooley, Director of Destination Marketing at Avison Young, said: “Brindleyplace is the textbook example of city centre regeneration, and is used as a case study for thousands of students and projects the world over.

“The new brand has been developed following a two year research and consultation period with the estate’s occupiers. Brindleyplace is a key part of Birmingham’s ongoing regeneration story and ensures that we are moving with the city as it develops and remaining one of the very best places in the Midlands for business and leisure.”