MITWIT Office
Launch an international office hospitality brand for La Poste Immobilier
#naming #branding #creation #design #architecture
↳ Background
The professional real estate sector is evolving due to remote work and new expectations for flexibility. In this competitive environment, La Poste Immobilier has orchestrated the merger of Multiburo (€30M revenue, 114 employees, 23 locations) and Startway (€15.4M revenue, 49 employees, 29 locations) to create a major player initially present in France, Belgium, and Switzerland.
↳ Challenge
Tackle several challenges: implement a structural transformation while ensuring internal team buy-in, maintain strategic confidentiality in a highly competitive sector, ensure the international validity of the brand, and establish a differentiated position with the innovative "office hospitality" concept.
↳ Strategy
Rooted in openness and hospitality. Our thorough preliminary studies (interviews, benchmarking) and proprietary methodologies (Linguistic check, Colorama, Namingbrand) inspired the name Mitwit, derived from "mit" (German) and "with" (English), and the logo, both evoking human connection. The tagline "Share more, work better" encapsulates the brand promise, complemented by a distinctive visual language.
↳ Rollout
Brand platform definition
Creation of the name (including linguistic and cultural testing in 17 languages)
Creation of the Mitwit logo and brand signatures
Manifesto
Graphic territory
Graphic charter
Responsive website and mobile application
Signage (window vinyls, signs)
Marketing materials (PowerPoint templates, brand book)
Promotional items
Simultaneous launch orchestration with internal audiences, customers, partners, and the general public
↳ Better performance, greater impact
The launch of Mitwit Office produced significant and measurable results:
Digital performance
+200% increase in website sessions compared to the previous year
+11% more LinkedIn followers and +125% engagement
Business impact
+33% marketing inquiries in December 2024
Retention of marketing inquiries volume during the critical transition period
Strategic impact
Strengthened positioning of La Poste Immobilier in the innovative commercial real estate sector
Strong internal team commitment to the new identity
Image impact
1 TOP COM Gold 2025 - Global design
2 Major Prizes from the Association of Communicators 2025 - naming - global design
Partnering with Insign enabled us to conduct a deep business reflection that clearly defined the values we want to champion, the core strengths of our mission, and the development of a global identity aligned with our ambitions, distinct from our competitors, and inspiring for our on-the-ground teams with a positive and dynamic corporate culture. We are very proud that our rebranding resonates with our clients and teams and is attracting a lot of new customers.
Léa Floderer,
Head of Marketing and Communications at Mitwit
