Scholtysik developed the group’s brand architecture, positioning of the respective businesses, a unified and coherent naming system and the visual brand design. Both management of the respective companies and members of the Quandt family were deeply involved throughout the process. The resulting brand family increases overall brand visibilty but offers sufficient leeway for adapting to specific markets.
The five separate brands Auda Alternative Investments, Real Estate Capital Partners, Equita, HQ Trust, and HQ Advisor were known only to a very small number of specialists. Now they are bundled into a family of three memorable brands: HQ Capital, HQ Trust and HQ Asset Servicing. Every HQ brand sports the prominent radar-Q symbol.