Case Studies / EPRA Rebrand

Overview
East Perth Redevelopment Authority (EPRA) is Perth’s premier redevelopment authority. Since 1991, EPRA has been responsible for the revitalisation of inner city land in Perth.

Problem
In June 2008, EPRA commissioned Block and Q&A Communications to conduct a critical review of the Authority’s brand and reputation in the marketplace. The audit assessed the Authority’s current brand architecture and identity, corporate communications and relationship management efforts with a view to develop strategies to address identified issues and capitalise on opportunities.

Solution
A series of internal stakeholder workshops were conducted alongside a desktop audit, to clarify the Authority’s main brand issues and opportunities.  Based on the findings, key recommendations for the development of a new brand architecture and identity were presented. These suggestions were adopted and Block undertook a complete rebranding of the Authority.

The new EPRA brand identity reflected the professionalism of the organisation while remaining approachable and fresh. This future-focus, combined with a strong respect for heritage and community, is at the heart of EPRA’s brand personality and formed the basis for this brand identity.

In addition, Block recommended the re-imagining of existing marketing collateral; in particular their quarterly publication Urbano.  Block reinvented it as an editorial-style magazine, encouraging the reader to spend more time with the publication. The brand architecture structures developed by Block allowed Urbano to stand-alone with its own voice, whilst remaining part of the EPRA family.

In the years following the initial rebranding project, Block has continued to work closely with the Authority on all aspects of the development of their brand.

Outcome
The consolidation, systemisation and documentation of many of EPRA’s brand functions has lead to significant hard and soft cost savings.

EPRA is recognised as one of the most dynamic organisations in the Western Australian development community and has seen major advances in its profile and standing as it has been trusted with delivering the State’s most significant renewal projects during an unprecedented period of the State’s growth. The Authority’s brand identity has managed to keep pace with and help define the organisation’s personality throughout this incredible change.