Agile brand rejuvenation, from developer to comprehensive service provider.

Background:

Against the backdrop of a profound adjustment in China's real estate industry in 2016, major domestic real estate companies have embarked on a more clear path of "de-real estate-ization". More and more real estate companies have initiated new business models, treating real estate as one of the future development sectors rather than the sole focus. While reshaping their brand image, they have also set holistic strategies that go beyond the concept of real estate.

Chen Zhuolin, Chairman and President of Agile Group, stated, "From deep cultivation in real estate to diversified development, Agile Group has undergone significant changes in its industrial layout. The brand image also needs a comprehensive upgrade, which is a major advancement following the announcement last year of the 'renaming of Agile Real Estate to Agile Group'."

A New Brand Image Unveiled

Agile, which has been established for 25 years (as of 2017), seems to have entered a period of "renewal". It not only involves the reintegration of business content but also a complete transformation of its most intuitive logo, conveying a determination to upgrade the brand.

The latest logo of Agile Group highlights the characteristics of diversity and integration, in contrast to the original logo's pursuit of stability. It uses three petals to represent the close relationship between Agile, its partners, and residents. It is worth noting that for Agile, which considers environmental protection as one of the important future business sectors, the green color on the new logo is the most important asset of the existing brand. It not only implies the continuity of the brand but also represents stability, depth, and vitality.

Agile Real Estate officially announced its renaming as Agile Group, adjusting its business structure from a focus on real estate to an operating model where real estate remains the core but multiple businesses run concurrently. The original brand logo emphasized an understanding and pursuit of architecture. In order to align the brand image more closely with its development strategy, Agile further explores the core concerns of people, highlighting a "people-oriented" brand positioning and spiritual pursuit.

Redefining Brand Strategy

Since 2015, the company has transitioned from a focus on real estate to an operating model where real estate is the core but multiple businesses run concurrently. Currently, Agile's diversified businesses cover five major sectors: real estate, Agile Life Services, construction, environmental protection, and education. The company aims not only to be a real estate manufacturer but also to strive to become a service provider and operator that centers around real estate and spans the entire industry chain.

note: While working with Brand Union, a 4A brand consultancy in conjunction with Ogilvy & Mather, Alex Liu served as the principal consultant for Agile's brand change. At the 2017 Transform Awards, this project took home a silver prize.