When listed company DNZ Property Fund decided to re-position the company with a new name and brand identity it selected Anthem to assist with getting the message out.


Reflecting the rapid growth in its portfolio and the confidence it felt about the future, DNZ changed its name to ‘Stride’ and with it adopted a brand strategy that put people and their relationship with the company’s properties firmly at the centre of its operating philosophy.


Former Stride Chief Executive Peter Alexander said that the re-brand was the culmination of a number of changes within the company that had seen it become a leader in its sector with over $950 million of diversified commercial property assets under management at the time of the change. He also pointed to the way that perceptions of the company had shifted as a result of a refined strategy and a renewed team and leadership.


“Its important that our identity represents who we are today and in the future and that it epitomizes our people, our culture, our places and performance,” Mr Alexander said. “We are a progressive company, forward focused and confidently moving ahead. The name Stride communicates that confidence and reflects the deliberate and purposeful steps we are taking to deliver the best possible performance.”


The identity change came at a busy time for Stride. A major development, the NorthWest Shopping Centre located at the Westgate Town Centre, was nearing completion and the half year reporting cycle was in full swing. Anthem put together a communications strategy that recognized the complexities of a publicly-listed company changing its identity, took into account the availability of key executives and stakeholders and conveyed the spirit and the philosophy of the new brand to the company’s staff.

The new name was successfully launched at a special event held for Stride’s key contacts and featured a video of Stride team members talking about the company, what it meant to them and how they felt about the new name. The depth of feeling and support for the change in identity came through clearly and the result was a very warm reception from all at the event.


Media coverage of the name change was also positive and it was followed closely by the release of Stride’s Interim report which wove the brand story through its narrative.


Today the name Stride is synonymous with quality properties, professionally managed and popular with those who work, shop, dine in and visit them.