The move to a new head office in Amsterdam was a good time for Vesteda to redefine itself.
Vesteda's ambition is to become the best performing housing investment fund in the Netherlands. In order to achieve this, Vesteda wants to strengthen its tenant loyalty as well as its investors. Cascade has been producing Vesteda's digital annual reports for many years. The question now was: how can we become a household name in the tenant market without 'losing' our investors? It is clear that the corporate market looks and thinks in a different way than consumers do. Vesteda had to choose: which side do I want to show: investing or renting/living? Vesteda chose the latter. A bold but right choice.
As long as performance is good, investors will remain loyal. But tenants are more difficult to convince. Cascade designed a logo that in no way resembles real estate or housing. The colourful ellipses give the feeling of freedom and future, two values that tenants in the free rental segment consider important. With the pay-off Feel at home with Vesteda and the ever-increasing supply of life-course housing, Vesteda also emphasises that tenants are welcome at Vesteda for life. Of course, Vesteda also has to live up to this by the diversity of its housing offering and the quality of its services. But the logo is clear: Vesteda belongs to and serves tenants who want to live pleasantly, now and in the future.
The new corporate identity will allow Vesteda to gradually develop as a brand in the housing market. By being in direct contact with its tenants, it keeps in touch with the market and is able to respond in a timely manner to new housing needs and requirements. It can do this because it invests the money of its institutional investors itself. A win-win situation for all parties involved.
Vesteda opted for a corporate identity that appeals primarily to the individual, but without alienating the business market. Whereas some people's trust can be won by an associative image, provided it is also borne out by behaviour, others are more likely to be convinced by facts and figures. What you change, adapt, replace or renew is therefore different from case to case. Vesteda chose a logo that primarily expresses its emotional values. Its core values are expressed through short slogans on billboards and in the texts on its job site. A corporate identity in which the internal core values and the external brand values reinforce each other.
