Broccolini has taken visual cues from luxury automotive to refresh its identity and updated its tagline to better reflect its end-to-end real estate and construction capabilities.

The work was handled by Cossette after Broccolini held discussions with several agencies in both Montreal and Toronto.

“As a fully integrated investment, real estate and construction company, better communicating where we play was a key component of the mandate,” says Corry Kelahear, Broccolini’s chief of staff and marketing.

Kelahear tells strategy that the brand and the agency partner’s goal was to harness 75 years of brand equity while implementing a new tagline, colour palette and overall look that could set Broccolini apart.

The tagline shift from “We Make It Happen” to “Invest. Develop. Build.” is meant to capture Broccolini’s full scope as an end-to-end real estate and construction partner.

The refresh also updates older elements of Broccolini’s brand identity and while refining the company logo.

“We tightened the spacing, increased the scale, and softened the letterforms to reinforce strength, leadership and adaptability,” Kelahear says.

With much of the real estate industry gravitating toward neutral or common aesthetics, Broccolini deployed a revised shade of Broccolini-brand red that was inspired by Ferrari’s signature Rosso Corsa colour scheme.

The new red functions as an homage to founder Donato Broccolini’s red truck and proud Italian roots and as a signal of the company’s forward-looking ambitions.

In the coming weeks, the brand will also launch a reimagined digital experience developed in collaboration with Cossette.

Kelahear says the rebrand is making a “strong impression” both on social media and in the Toronto, Ottawa, Montreal areas where bold, large-scale signage and high-visibility touchpoints have been rolled out.

A brand should evolve with the business it represents, he adds.

“For some, that means a refresh every few years. For others, it’s more occasional and driven by significant growth, a shift in positioning, or the need to better reflect the scope of their capabilities,” Kelahear ays. “With the history and equity in our brand, we prefer much longer lifecycles and this refresh was designed with the long term in mind.”