PlaceForm: Branding the Future of Intelligent Real Estate

The PropTech sector is undergoing rapid transformation as commercial real estate leaders seek smarter, AIdriven platforms to manage and optimise retail and workplace environments. With growing demand for data transparency, performance tracking, and sustainable design, the need for clear, differentiated, and future-ready branding has never been more critical. 

PlaceForm - formerly Podium Property Insights - is an AI-powered platform and ecosystem developed by Lendlease, Accenture, and Google Cloud. It empowers commercial real estate leaders to make confident, data-driven decisions and maximise the value of their spaces. The platform comprises two distinct solutions: one tailored for retail precincts and another for workplace environments.  

Our Approach 

Lendlease engaged Sodali to help evolve the Podium brand architecture, creating two distinct brands: one retaining the Podium name and another launching the ‘Property Insights’ business as a standalone entity. Sodali began with a comprehensive discovery and brand audit, analysing the market landscape and the business’s current positioning. 

From these insights, we developed a strategic brand blueprint—defining PlaceForm’s purpose, personality, tone, and design principles. This informed the naming process and laid the foundation for the visual identity. We led the full branding journey, from naming to rollout, including logo design, a scalable design system, branded collateral, and a comprehensive style guide. 

Outcomes 

PlaceForm launched with a distinctive and professional identity that clearly positioned it as a premium player in the PropTech space. The brand successfully differentiated itself from competitors and its parent company, highlighting its unique value in the market. 

Built on a scalable visual and verbal identity system, PlaceForm is designed to evolve alongside the business, accommodating future features and market growth. Internal and external stakeholders are now equipped with a confident, compelling brand story—rooted in a strong strategic foundation and executed with clarity and precision.