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PROJECT

Landsec

Land Securities, as they were known, required a major rebrand and positioning needed to move their brand and company into a more contemporary space – flexible enough to work in the digital world, but strong enough to serve the business – something bigger than just a strapline and a set of values.

We partnered on

  • Brand idea
  • Brand identity
  • Branding
  • Digital
  • Photography
  • Strategy
  • Tone of voice

The ambition

Landsec is the UK’s largest commercial property company and FTSE 100 company. Their diverse portfolio is valued at £14 billion, covering retail, commercial and residential – it is made up of some of the most successful and recognisable asset brands in the country – like Nova, Victoria, Bluewater Shopping Centre and Trinity Leeds. These asset brands were working well individually, but Landsec itself was lacking the right tools to communicate competitively and effectively.

 

The ideas

Whenever we work with our clients, we ensure every new brand we create is founded on a brand idea. And for Landsec, ours was rooted in the idea everything is experience. A single unifying philosophy that puts brand at the heart of the business and enables people to get behind it.

We gave Landsec a new name for a people-focussed company and with that came a new logo and cornerstone to bring the brand into a new, contemporary space. Landsec is an evolution, not a revolution.

This motif is the building block on which the visual identity is built.

“Pollitt & Partners embraced the project with rigour, expertise and an appropriate level of challenge to ensure that the output they delivered was both robust and perfectly positioned. Throughout the project they met all our timelines, established credibility across the company with our key internal stakeholders and most importantly, offered exceptional creative and strategic guidance and insight.”

 

Sev Sobhee
Chief Marketing Officer
Landsec
  • 33 people engaged to be ‘brand builders’ internally
  • 80% engagement with brand launch

“You won’t get us to change the name” was an initial piece of guidance. But our research showed that the overwhelming majority of clients, employees and industry called Land Securities ‘Landsec’. This simple renaming immediately felt more representative, more approachable and more inclusive.

“We ensure every new brand we create is founded on a brand idea. And for Landsec, ours was rooted in the idea everything is experience. A single unifying philosophy that puts brand at the heart of the business and enables people to get behind it.”

Nick Pollitt
Founder and Chairman
Pollitt & Partners

A new logo was created known as the ‘cornerstone’. This strong, bold and recognisable mark forms the basis of much of the visual identity, including a new bespoke font, Landsec Brown.

“Delivering a new brand identity for a FTSE 100 business is no mean feat, but I’m thrilled with what we’ve created. The new Landsec brand represents a very fitting evolution of our business, and gives us a contemporary identity that better aligns with how we deliver experiences across our portfolio.”

Sev Sobhee
Chief Marketing Officer
Landsec

On launch Pollitt & Partners created internal merchandise and an employee engement programme. The rebrand captured the hearts and minds of the company and the sector, with a high level of engagement and positive feedback (the merchandise went in ten minutes), to media coverage in national and trade press including the Financial Times, The Times and Evening Standard.

“Pollitt & Partners were more than a design agency. They were with us for the entire process – steering our strategy and research to defining the proposition – and the roll out. We now have a proud, contemporary identity that joins up our business with a central message.”

Sev Sobhee
Chief Marketing Officer
Landsec

Project in numbers

33
people engaged to be ‘brand builders’ internally
80%
engagement with brand launch

Pollitt & Shaftesbury Capital

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