At the time of our creative collaboration, Montea was still operating under the name Logistiek Vastgoed De Pauw, a specialist in renting large warehouse spaces. The company was evolving its business model to expand its market reach and strengthen its position as a real estate investment trust (REIT). This required a new brand identity that would reflect their ambitious vision for growth. The challenge was to create a dynamic name that positioned Montea as an international player while being linguistically viable across multiple markets.

Together with the team, we developed the brand name Montea, inspired by the notions of climbing and growth, derived from both French (monter, “to climb”) and English (mount). This name encapsulated the company’s long-term vision of expansion. Our role also included strategic brand consultancy to ensure that the new identity aligned with their positioning in the REIT market and appealed to investors.

• Brand naming and strategy
• Stakeholder management
• Brand identity and positioning
• Legal search and trademark protection

The original name, Logistiek Vastgoed De Pauw, was descriptive and family-oriented but did not align with the company’s forward-looking ambitions in 2006 and since 2025 they entered the Bel20. Through creative workshops with key stakeholders, we explored Montea’s core values and aspirations to craft a name that symbolised both corporate and client growth.

Through these sessions, growth quickly emerged as the central theme. The name Montea was identified as the perfect representation of this theme, drawing from the French monter (to climb) and the English mount. This bilingual influence made the name universally resonant and conveyed the company’s aspirations to reach new heights.