Issue link: https://maltatoday.uberflip.com/i/661117
maltatoday, SUNDAY, 3 APRIL 2016 41 AS one of Malta's most renowned real estate companies, Frank Salt has also become one of the is- land's most recognisable brands. While the brand will doubtlessly retain the integrity and experi- ence associated with it, the logo has recently been revamped to make it more visually current and appealing to today's customers. To this effect, Frank Salt Real Estate's rebranding process was led by the company's chief operat- ing officer Darren de Domenico. De Domenico joined the team towards the end of 2014, and this exercise quickly became one of his primary goals. Now, with the pro- cess complete, he is pleased that the brand has come to clearly re- flect the modern approach taken by this leading real estate agency but yet maintaining the core prin- ciples and history of the company. "Identity is very important in today's world and I believe in its intrinsic value," he says. "Clients look for an identity they can rec- ognise – whether it is a logo, an office design or style of corporate communication. It was time for us to bring all of that together and, as a result, we have now rolled out our new corporate design, togeth- er with a revamped logo, which I trust clearly represents who we are." Darren explains that the team worked hard to determine exactly what the company wished to por- tray. "The Frank Salt Real Estate brand was already very estab- lished and recognised as a lead- ing brand, so we knew we wanted to maintain what it represented while still bringing it forward to reflect its present and future ap- proach," he says. The team invested a great deal of time and effort in developing the new logo. "We engaged and worked with one of the top brand- ing firms to create the new logo and went into great detail to es- tablish precisely what we wanted our logo to convey – and I assure you there was quite a number of important factors that needed to be communicated" continues De Domenico. "Frank Salt Real Estate is a com- pany with nearly fifty years' ex- perience and remains the most trusted real estate company on the market. Today the brand is recognised as a bench mark in the real estate sector in Malta and when it comes to service, profes- sionalism, values and integrity, Frank Salt is a by far the leader – It was therefore important that our new logo communicated all this, and more." In fact, the new logo effectively manages to capture the compa- ny's history, as well as its future. It combines elements of Frank Salt's trademark 'house', which was very visible on the old logo, but has now been minimised to a modern outline of a roof, which as a result allows one to focus on the actual brand name. The logo still highlights that the company was established in 1969. "This longev- ity is important to us and to our customers, so it was vital that this was still incorporated, as it helps to confirm our experience in the market," continues De Domenico. Furthermore, the company's corporate colour palette has also been updated and is now strong- er and bolder. The hues chosen reflect the rich green applied to traditional Maltese balconies and apertures, together with a touch of Sunkissed Gold, which success- fully maintain the brand's classic sensibility. "These colours were chosen based on the market research we carried out. Contrary to what we originally thought, people re- ally recognised and preferred our sense of establishment and classic style rather than change to some- thing far too modern. We believe they will also stand the test of time," De Domenico explains. "And that permanence is exactly what matters most to our clients. When someone intends to buy or sell a property, we believe, trust and experience are the key factors they will consider when choosing a real estate agency – and that is where we certainly excel, as there are few companies on the market that can provide the same level of knowledge and experience we of- fer." "This is an exciting time for Frank Salt Real Estate. We are now midway through a five-year plan launched in 2014 and we have already achieved and sur- passed most of the ambitious set targets – in fact we have succeed- ed in doubling our sales in two years. Meanwhile, as part of our expansion plan, we will shortly be opening new offices in Ibragg, Mosta, San Gwann, Fgura and Cospicua, and we are currently looking for sales and letting con- sultants who wish to join us and share the success. "The rebranding exercise is all very much in line with this devel- opment, and we are now very keen to share it with the public and, of course, with the generations of customers who have been so loyal to Frank Salt Real Estate over the years," De Domenico concludes. Real Estate Rebranding Frank Salt Real Estate Darren de Domenico A Frank Salt family gathering