Rescape came to us under a working name, REalise, with a big idea and a complicated brief. It brings together two very different offers, innovation advisory and the operational management of spaces, and sells them to people who rarely sit on the same side of the table: asset managers and landlords who need an underused building to perform, and the founders and innovators who might fill it.
The timing made the problem sharper. Hybrid working had cut demand for office leases and e-commerce had drained footfall from shopping centres. Rescape’s answer was to design and operate destination spaces with services and programming built in. The brand had to feel credible to a landlord and exciting to a startup, and stay flexible enough to sit alongside the other brands Rescape works with, including in a “powered by” format, without dominating them.
We started with a Brandscape workshop to map Rescape’s audiences, values and promise. It gave the brand one clear role: to bridge the gap between startups and landowners, making spaces that fuel community, collaboration and creativity. The same sessions shaped a tone of voice built on proactive, trustworthy expertise and a passion for making the future of work, work.
Naming ran alongside. Over two namestorm rounds we tested more than 30 names for meaning, available domains and trademark conflicts, and Rescape came through in the second round with a simple rationale: take struggling spaces and rescape them into positive, profitable properties. The identity went through three concept rounds. Fifteen first-round concepts fell into three families, and the one that won through was a single line tracing a skyline. We explored it in navigation, in motion and in 3D before refining the mark and settling the colours.
The final mark sets three buildings inside a circle. In the last round we made each building more distinctive, tightened the corners and added a subtle height difference along the base so the mark carries the movement of the skyline line. The wordmark picks out the “re” in Rescape Orange against Midnight Black and White, with Royal Blue and Silver Grey in support, and the line Space to Grow sits beneath it.
The skyline line does most of the work. It runs along the foot of banners, stands and merchandise and across the website, turning a single stroke into a recognisable signature. We brought it all together in brand guidelines in March 2022, alongside business card designs, a presentation template and a landing page for rescape.space.
Rescape left the project with a name, a brand platform and a complete identity system, from the logo and colours to templates its team could use every day. The holding page we prepared for rescape.space put the new voice straight to work. It asks landlords whether they have a difficult asset in need of a new USP and a sense of place, then explains how Rescape designs and operates destination real estate that meets commercial, community and sustainability goals.
Outfly, a London brand, marketing and product agency, named Rescape and built its brand: the Brandscape strategy workshop, two rounds of naming, three rounds of identity design, brand guidelines, business card designs, a presentation template and a landing page for rescape.space.
Give it one role both sides value. We positioned Rescape as the bridge between startups and landowners, then drew an identity from a single skyline line that feels at home in real estate and still has the energy founders look for, flexible enough to sit alongside partner brands.
Rescape is a real estate innovation company. It works with real estate professionals to improve returns on their assets through innovation, designing and operating destination spaces that meet commercial, community and sustainability goals.
Through two namestorm rounds led by Outfly. More than 30 names were tested for meaning, domains and trademark conflicts, and Rescape came through in the second round with a simple idea: take struggling spaces and rescape them into positive, profitable properties.
