Service
Sector
Versatile, a well-established name in the construction and property sector, approached TOAST with a clear objective: to re-establish their group brand architecture and effectively separate their service offerings into distinct verticals. This strategic initiative began with the creation of the ‘Perifa’ brand, which would serve as the development arm of the business. The new brand would encompass three core verticals: Capital, Investments and Property. TOAST's task was to work closely with Perifa’s leadership to craft a visual and strategic foundation that elevated the brand and aligned with their ambitious growth trajectory. The goal was to position Perifa as a forward-thinking, integrated solutions provider in the Australian market.
Transitioning from the legacy of Versatile, a company renowned for delivering construction, fit-out and refurbishment projects since 1974, to the newly created Perifa brand posed a unique challenge. While Versatile’s heritage in the construction industry was strong, the shift to Perifa marked a pivotal moment, positioning the business as a diversified entity offering integrated solutions across Capital, Investments and Property. TOAST needed to clarify and elevate each of these verticals within the brand architecture while ensuring Perifa’s overarching identity represented the company’s expansive service offering.
The challenge lay in creating clarity and cohesion across the newly defined verticals, while simultaneously evolving the market perception to align with Perifa’s broader capabilities. TOAST’s role was to ensure that Perifa’s brand communicated its comprehensive value proposition to investors, clients and internal teams, highlighting its ability to deliver certainty, innovation, and end-to-end value across the entire development lifecycle.
TOAST collaborated closely with Perifa’s management to create a brand identity and architecture that clearly distinguished each of the group’s verticals while maintaining a cohesive, unified brand presence. Starting with the foundation of Perifa, TOAST developed the strategic framework to ensure it was clearly defined and positioned as a high-calibre entity within the brand.
Perifa’s new tagline, “Your tomorrow is our today,” encapsulates the brand’s forward-thinking philosophy and underscores its role in delivering certainty and value across its diverse offerings. To visually communicate this, TOAST crafted an uber-contemporary brand identity, featuring a core metallic teal palette, accentuated by regal-toned foils to differentiate each vertical while maintaining a harmonious aesthetic across the brand.
The visual language was anchored by a contemporary brand icon, combining the letter “P” with a forward-pointing arrow, symbolising Perifa’s commitment to progress and innovation. This strategic brand architecture allowed Perifa to present itself as an integrated, multi-disciplined group with a strong focus on future-oriented solutions.
TOAST’s comprehensive rebranding for Perifa ultimately resulted in a clearly defined, elevated group structure that enhanced market perception, bolstered internal cohesion, and positioned Perifa as a leading player in property development, capital investment and construction solutions.
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