Market leader in facility management.

Bilfinger, listed on the M-Dax, sold its real estate services division with 20,000 employees to Swedish investor EQT, as part of its strategic refocus on industrial services. Truffle Bay was tasked with defining the new company's strategy and culture through top-management interviews and employee workshops. And to develop a new brand image.

We developed the new name "Apleona," derived from the Greek "Pleon" (meaning "value") and framed by two "A"s to signify the entire real estate lifecycle. The name also hints at "leo," symbolizing strength in a competitive market. The brand positioning, "Realising Potential," reflects Apleona’s mission to maximize property potential for clients.

We created a new corporate design and brand experience, optimized the brand architecture to ensure visibility and leverage existing brand value. The Apleona wordmark is clear and confident, with a color scheme that conveys quality and a distinctive visual language. The brand promise was visually incorporated, resulting in a cohesive brand world with high recognition potential.

Client

Apleona GmbH / Neu-Isenburg / www.apleona.com

Industry

Facility & real estate management

Services

Insight:
Brand analysis, strategy analysis, market analysis, client analysis, competitor analysis, target group analysis

Identity:
Purpose & brand positioning, naming, claim, brand strategy, brand architecture, brand design & brand creation, brand governance

Experience:
Brand implementation, UI/UX design, design playbooks

Let’s Get in Touch!

contact@trufflebay.de

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