Qualitas: Realise Excellence

Strategy | Branding | Design system

When leading alternative real estate investment manager Qualitas listed on the ASX, it marked a new chapter in the firm’s journey. That milestone called for a brand identity that could reflect its growing ambition.

While the business had evolved significantly over 16 years, the brand had not. It was grounded, credible and familiar, but lacked the sharpness, sophistication and digital flexibility needed to support the next phase of growth.

Qualitas approached Creatik to refresh its brand without losing the trust and track record it had built. The brief was clear: create a confident, distinctive identity that balanced personality with precision. The result was a full strategic and visual overhaul anchored by a new brand idea: Realise Excellence.

The brand essence became the north star for the brand. It served as a call to action, a statement of intent, and a reflection of the firm’s high standards and sharp execution. This clarity translated into every part of the identity, from tone of voice to typography.

We retired the old ‘Q’ mark and crafted a new wordmark using a bespoke cut of Matter, the grotesque typeface at the core of the system. The result balanced authority with approachability. Rounded rectangular motifs echo the typeface’s geometry and became flexible framing devices across layouts. A deep, rich blue paired with clean white signalled confidence, while a supporting palette added warmth and energy.

The image library shifted from abstraction to cityscapes and built forms that speak directly to the Qualitas world. Every touchpoint, from investor decks to digital assets, was designed to be both elegant and easy to use.

Since launch, the brand has been embraced by teams across the business and recognised by clients and investors alike. It is not just a new look, it is a platform for performance.