Reinventing a Real Estate Savings Brand to Engage All Generations

Corporate Branding

Brand Architecture & Portfolio Strategy

Brand Platform

Brand Positioning

Corporate Communications

Digital

Tone of Voice

Visual Identity

In 2022, Sofidy — a subsidiary of Tikehau Capital and France’s leading independent real estate savings manager — set out to write a new chapter in its story, with the ambition of becoming the European market leader. As digital-native brands reshaped the investment landscape with direct-to-consumer approaches, Sofidy turned to Lonsdale to strengthen its appeal and relevance across generations.

Our response: “Le futur, simple” — a bold and inclusive brand positioning that reframes savings as a straightforward, empowering journey. The new brand promise is embodied through a modern identity, clear brand architecture, and simplified messaging tailored to both seasoned investors and newcomers.

From editorial content to digital platforms and physical spaces, Lonsdale helped bring this new narrative to life with accessible language, structured offerings, and a warm, trustworthy tone of voice.

Awarded Silver at the 2023 TOP/COM Corporate Business Awards (Global Design category), the rebranding affirms Sofidy as a trusted guide for savings and investment, turning complexity into clarity — and preparing the brand for a confident European expansion.

Nouveau logo, nouvelles charte graphique et charte d’expression, nous avons imaginé une identité visuelle moderne, élégante, inspirée de l’histoire unique de Sofidy depuis 35 ans, tout en portant un regard optimiste sur l’avenir.

Ainsi, nos designers ont pensé un symbole libre, distinctif, qui rappelle le mouvement de signature manuscrite et qui évoque aussi une trajectoire, une direction et une inspiration. Un symbole qui vient en rupture avec les codes du marché, qui se veut à la fois un hommage à l’héritage de la marque mais aussi la traduction d’un nouvel élan. Un symbole qui semble abstrait de premier abord, mais qui porte en lui des significations multiples : la flèche, le lien du S au Y de Sofidy, le geste comme une signature et le rebond de l’épargne. La typographie a été retravaillée par un typographe pour placer l’humain et l’immobilier dans le FI au cœur de l’identité. Les couleurs bleues et oranges du nouveau territoire renforcent le lien avec Tikehau Capital, actionnaire principal, pour rappeler cette trajectoire commune.

Le site Internet www.sofidy.com a également été entièrement refondu pour une navigation plus précise et de nouvelles fonctionnalités pour rendre l’épargne immobilière simple, accessible et compréhensible de tous. Au-delà de la présentation de l’entreprise, de ses métiers et de sa gamme de produits, les visiteurs ont accès à un contenu enrichi d’informations et d’outils, inspirés des pratiques du e-commerce, tels qu’un module de sélection et des simulateurs de projets et de performance.

Selected work

Dove

Brand Management

Brand Strategy

Packaging Design

View case study

Renault

Architectural Design

Brand Strategy

Customer Journey

View case study

PrestaShop

Brand Platform

Brand Territory

Digital

Tone of Voice

Visual Identity

View case study

Ricard

Packaging Design

View case study

Ferrero

Architectural Design

Customer Journey

Tertiaire

Workspace Design

View case study

Sanofi

Annual and Sustainability Reporting

Brand Platform

Corporate Communications

Social Media and Content

View case study

Clarins

Customer Journey

Digital

Merchandising

Signage and Environment Design

View case study

Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Brand Platform

Brand Positioning

Corporate Communications

Digital

Social Media and Content

Tone of Voice

Visual Identity

View case study

MAIF

Architectural Design

Business Design

Customer Journey

Signage and Environment Design

View case study

Santé Verte

Brand Architecture & Portfolio Strategy

Brand Positioning

Brand Territory

Visual Identity

View case study

Maggi

Brand Strategy

Visual Identity

View case study

Tiger Beer (Heineken Group)

Brand Management

Merchandising

View case study

Dove

Brand Management

Brand Strategy

Packaging Design

View case study

Renault

Architectural Design

Brand Strategy

Customer Journey

View case study

PrestaShop

Brand Platform

Brand Territory

Digital

Tone of Voice

Visual Identity

View case study

Ricard

Packaging Design

View case study

Ferrero

Architectural Design

Customer Journey

Tertiaire

Workspace Design

View case study

Sanofi

Annual and Sustainability Reporting

Brand Platform

Corporate Communications

Social Media and Content

View case study

Clarins

Customer Journey

Digital

Merchandising

Signage and Environment Design

View case study

Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Brand Platform

Brand Positioning

Corporate Communications

Digital

Social Media and Content

Tone of Voice

Visual Identity

View case study

MAIF

Architectural Design

Business Design

Customer Journey

Signage and Environment Design

View case study

Santé Verte

Brand Architecture & Portfolio Strategy

Brand Positioning

Brand Territory

Visual Identity

View case study

Maggi

Brand Strategy

Visual Identity

View case study

Tiger Beer (Heineken Group)

Brand Management

Merchandising

View case study

Renault

Architectural Design

Brand Strategy

Customer Journey

View case study

PrestaShop

Brand Platform

Brand Territory

Digital

Tone of Voice

Visual Identity

View case study

Ricard

Packaging Design

View case study

Ferrero

Architectural Design

Customer Journey

Tertiaire

Workspace Design

View case study

Sanofi

Annual and Sustainability Reporting

Brand Platform

Corporate Communications

Social Media and Content

View case study

Clarins

Customer Journey

Digital

Merchandising

Signage and Environment Design

View case study

Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Brand Platform

Brand Positioning

Corporate Communications

Digital

Social Media and Content

Tone of Voice

Visual Identity

View case study

MAIF

Architectural Design

Business Design

Customer Journey

Signage and Environment Design

View case study

Santé Verte

Brand Architecture & Portfolio Strategy

Brand Positioning

Brand Territory

Visual Identity

View case study

Maggi

Brand Strategy

Visual Identity

View case study

Tiger Beer (Heineken Group)

Brand Management

Merchandising

View case study

Dove

Brand Management

Brand Strategy

Packaging Design

View case study

Renault

Architectural Design

Brand Strategy

Customer Journey

View case study

PrestaShop

Brand Platform

Brand Territory

Digital

Tone of Voice

Visual Identity

View case study

Ricard

Packaging Design

View case study

Ferrero

Architectural Design

Customer Journey

Tertiaire

Workspace Design

View case study

Sanofi

Annual and Sustainability Reporting

Brand Platform

Corporate Communications

Social Media and Content

View case study

Clarins

Customer Journey

Digital

Merchandising

Signage and Environment Design

View case study

Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Brand Platform

Brand Positioning

Corporate Communications

Digital

Social Media and Content

Tone of Voice

Visual Identity

View case study

MAIF

Architectural Design

Business Design

Customer Journey

Signage and Environment Design

View case study

Santé Verte

Brand Architecture & Portfolio Strategy

Brand Positioning

Brand Territory

Visual Identity

View case study

Maggi

Brand Strategy

Visual Identity

View case study

Tiger Beer (Heineken Group)

Brand Management

Merchandising

View case study

Dove

Brand Management

Brand Strategy

Packaging Design

View case study

Dove

Brand Management

Brand Strategy

Packaging Design

View case study
Renault

Architectural Design

Brand Strategy

Customer Journey

View case study
PrestaShop

Brand Platform

Brand Territory

Digital

Tone of Voice

Visual Identity

View case study
Ricard

Packaging Design

View case study
Ferrero

Architectural Design

Customer Journey

Tertiaire

Workspace Design

View case study
Sanofi

Annual and Sustainability Reporting

Brand Platform

Corporate Communications

Social Media and Content

View case study
Clarins

Customer Journey

Digital

Merchandising

Signage and Environment Design

View case study
Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Brand Platform

Brand Positioning

Corporate Communications

Digital

Social Media and Content

Tone of Voice

Visual Identity

View case study
MAIF

Architectural Design

Business Design

Customer Journey

Signage and Environment Design

View case study
Santé Verte

Brand Architecture & Portfolio Strategy

Brand Positioning

Brand Territory

Visual Identity

View case study
Maggi

Brand Strategy

Visual Identity

View case study
Tiger Beer (Heineken Group)

Brand Management

Merchandising

View case study
Dove

Brand Management

Brand Strategy

Packaging Design

View case study
Renault

Architectural Design

Brand Strategy

Customer Journey

View case study
PrestaShop

Brand Platform

Brand Territory

Digital

Tone of Voice

Visual Identity

View case study
Ricard

Packaging Design

View case study
Ferrero

Architectural Design

Customer Journey

Tertiaire

Workspace Design

View case study
Sanofi

Annual and Sustainability Reporting

Brand Platform

Corporate Communications

Social Media and Content

View case study
Clarins

Customer Journey

Digital

Merchandising

Signage and Environment Design

View case study
Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Brand Platform

Brand Positioning

Corporate Communications

Digital

Social Media and Content

Tone of Voice

Visual Identity

View case study
MAIF

Architectural Design

Business Design

Customer Journey

Signage and Environment Design

View case study
Santé Verte

Brand Architecture & Portfolio Strategy

Brand Positioning

Brand Territory

Visual Identity

View case study
Maggi

Brand Strategy

Visual Identity

View case study
Tiger Beer (Heineken Group)

Brand Management

Merchandising

View case study