The Vision: Flexibility for every type of building, in every type of location, with every type of landlord.
At the time of acquisition, Citibase was both a retail (customer) and property management (client) brand. This led to a brand with somewhat split personality; attempting to speak two distinct languages with one voice, mastering neither. As a retail solution, it was somewhat limited. The result was that the CRE community considered Citibase as a distress, tactical solution rather than a strategic partner.
Newable has a stated ambition to,grow its workspace estate to 100 locations, and expand operating margins to scale its Money / Advice / Space platform. To support this this goal, we created a new workspace management brand: NewFlex. NewFlex was positioned as an authority brand, designed to offer a wider range of ‘retail’ solutions to increase relevance to more landlords / developers / asset managers. It was aligned closely to and drew equity from the parent brand. Additional capability was created via the acquisition of a brokerage (Officio).
The Reality: Following launch, the unit generated record levels of interest from new clients and expanded range of commissions from existing clients.
A professional brand. A brand for professionals. Corporate brochure:
https://bit.ly/3hi1q4X
https://bit.ly/3hi1q4X
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