Service
Sector
“Wealth of Ideas”
At TOAST, we recently had the privilege of working with premium property investment firm, Rethink Investing. Founded by Scott O’Neill in 2009 and based in Bondi Junction, they have created a leading name for themselves in the property investing realm. The company distinguished itself in the early days by focusing on cash-flow-positive commercial properties in high-growth areas, diverging from the conventional focus on residential investments. This success laid the groundwork for the new, consolidated corporate brand ‘Rethink Group,’ which now includes multiple verticals such as Rethink Financing, Rethink Residential Investing & Rethink Property Lawyers. It was the creation of this Group branding approach that TOAST was engaged to establish and lay the foundation for.
Rethink Investing approached our team at the end of 2023 with a significant challenge: to create an overarching Group brand that would unify their diverse vertical businesses while maintaining their unique identities. They needed a cohesive brand architecture that reflected their rapid growth and industry success, ensuring a consistent and professional image that would resonate with their high-end clients.
Our team of Toasties embarked on a comprehensive strategic roadmap for Rethink Group, initiating the process with extensive research, analysis and numerous stakeholder interviews. This approach allowed us to deeply understand the unique qualities and market positions of each vertical business within the Group. Collaborating closely with Rethink Group's leadership and marketing teams, we developed a brand strategy that highlighted their core values, strengths, and collective vision for the future.
A central element of the new brand identity for Rethink Group was the tagline, "Wealth of Ideas," an evolution of their core DNA, "Wealth Creators Through Property," devised in our stakeholder strategy session. This tagline encapsulates Rethink Group’s dedication to empowering financial journeys through unique and forward-thinking property investment services. It also offers extensive flexibility, allowing for variations such as "Wealth of Opportunities," "Wealth of Experience," and "Wealth of Knowledge," tailored to different audiences and contexts.
Building on this brand narrative of “Wealth of Ideas” we created a ‘house of brands’ company architecture, enabling each vertical to retain its distinct identity while aligning under the unified Rethink Group umbrella. Our design team crafted a versatile and cohesive visual identity system, including logos, colour schemes, and typography that differentiated each business while maintaining visual coherence. We delivered a comprehensive brand guidelines document with specifications for each vertical, ensuring consistency across all touchpoints.
These final designs and colour palettes played a crucial role in conveying each brand's values and the new image of Rethink Group. The primary Rethink Group logotype is an elegant evolution of their original keyhole icon. Our team enhanced its design, reflecting the known ‘R’ of Rethink in a bespoke style that embodies the dedication and unwavering ingenuity underpinning the brand. This design echoes the values of authenticity, empowerment, excellence, and disruption, setting Rethink apart as a true industry leader. The conceptual framework behind the Rethink Group logotype captures the brand's core values, creating an ownable icon that champions their legacy while elevating it to the highly respectable status it has achieved to date.
The Rethink Group corporate colour palette features luxurious tones of navy and champagne, with varying hues indicating the quality, expertise and dedication that underpin the brand. These colours were carefully chosen to reflect the sophistication and premium nature of the Group's offerings. Staying within the elegant, luxurious territory of the Group brand, the palette is slightly tweaked throughout the verticals to create individual identities for each brand while simultaneously setting them apart and uniting them with the overall company.
The result of our collaboration was a refined, professional brand identity for Rethink Group that effectively represents their expansive portfolio and industry leadership. This new brand architecture not only unified their vertical businesses but also positioned them for continued growth and success in the competitive property investment landscape.
