The future is People Shaped

Central Element is growing and thought it was about time our look matched our success and our vision for our customers.

We still have the same commitment to quality, the same strong team – but the look and feel of the company’s communications has changed.

This is all part of a refresh of the Central Element brand – a new logo, website and updated customer communication and touchpoints.

Because, while a rebranding won’t change Central Element’s prime focus, it does allow us to better communicate what we are all about – especially to new customers and partners.

Now six years old, Central Element has gone from strength to strength and Development Director, Nathan Chivas says it is time that the brand reflected our shared vision as a company – our uncompromising commitment to creating quality, ‘people shaped property’ in locations close to the things people love.

“It’s obviously evolved a lot since that initial kick-off of creating the company,” he says. “We realised that we have strong quality values that show in our developments and our brand needed to reflect how far we’d come and more importantly our future.”

The truth, admits Nathan, is that the company has been working so hard “doing the work that we haven’t really had an opportunity to really sit back and go, ‘Okay, well let’s really understand what our brand values are’.”

Being clear about those values is important, he adds, because it provides guidelines to new staff and business partners as to what Central Element stands for and the direction the company is heading in.  Exceptional customer service is the norm for us – and we need to make sure all our stakeholders understand that principle.

As part of the re-branding process, Central Element enlisted branding agency Born & Raised to work with us on our journey.

Managing Director of Born & Raised, Chris Laws, says that they enjoyed working with Nathan, as well as Directors Wayne Chivas and Shane Smollen as part of the process – and that they were an inspiring group of people.

“They are a really genuine and respectful bunch of people and what they were really looking for was effectively a rebrand that could help them build their profile and allow them to have a brand that can grow with them,” says Chris

“Wayne talked about needing to somehow capture what he called ‘the soul’ of the business, which is very much what we do, defining the values and the purpose of the business.

“It was clear they understood design, they understood the value of design and improving the value of development. Orchestrating excellence is the way they go about business.”

At Central Element, we plan to be on the property scene for the long-term – and want our communications to demonstrate that point.

“With the people that we’re dealing with you’re on a long journey together,” says Nathan Chivas.  “We always offer that quality of service and back it up with a quality product – that’s what I believe that Central Element is very good at.

“It’s about integrity.”

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