QIC Brand

For over eight years, we’ve worked with QIC Global Real Estate (QICGRE) the real estate division of Queensland Investment Corporation. QICGRE is a $22bn organisation that currently owns and operates a portfolio of 30 retail and commercial assets in Australia.

For QICGRE, we defined a strategy that considered how the organisation could adapt at a time when retail is facing unprecedented disruption—how it could break with the competition, to create environments where retail is the outcome, not the intent, and shift from building and managing traditional shopping centres, to reimagining and orchestrating places where people choose to be.

We worked with QICGRE to redefine its capabilities and purpose—‘to orchestrate Living Ecosystems,’ and then align internal teams across Australia and the United States with its new vision.

Becoming storytellers and publishers for the QICGRE brand, we introduced a multi-dimensional internal communications platform called Insight that communicated across geographies and time zones, and demonstrated how the business is evolving to live its purpose. We also created The Paper to profile QICGRE’s thought leadership and speak to global retail partners and collaborators, including The Business of Fashion in London.

Since the beginning of our partnership, QICGRE has doubled the value of its retail assets under management. Its strategy is now being lived and experienced by people across Australia.