The Task

Drapac Capital Partners is a property funds management business, With an unparalleled track record since its beginnings in Melbourne, Drapac saw a rapid expansion in the United States from 2011. Its core investment focus is on land, and the company abides by the ethos of capitalising on unprecedented investment opportunities and identifying value through unorthodox means.

Following this significant expansion in Atlanta, Drapac was looking to appoint an agency that would reposition the brand and establish a new international identity across the digital platform. Using the existing equity behind Drapac’s history and success in the Australian market, the task for Yoke was to create a more international value in the Drapac master brand while transferring that equity across their other partnership companies.

The Project

Yoke was commissioned to establish a brand identity that would underpin the expansion in the US. Yoke executed an immersive and salient strategy, including stakeholder interviews and a deep dive into their business objectives and future plans. A series of research and discovery Yoke workshops were held to ensure the new brand identity inspired confidence in clients, communicated Drapac’s unorthodox approach to discovering value and solidify the brand’s position on the global property funds stage.

The Results

The new brand identity along with the new website were launched prior the Tour de France in 2016. It was at this time that Drapac’s Pro Cycling team announced its co-title sponsorship with cycling giants Canondale; throwing the launch of Drapac’s new identity into the global spotlight. Yoke’s focus on gaining a true understanding of Drapac’s global reach, and its many associations with other international brands, meant that Yoke were able to create a strong brand that effectively communicated what the brand stood for in the universal market.

Services provided:
Website planning, design and development