“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, Brand and Marketing Director
Landsec is a FTSE 100 leading property company. As a defining figure in the UK property market since 1944, their vision is to be the best property company in the UK for their customers and communities, partners and employees.
With a portfolio of over £14bn, Landsec has been instrumental in the reinvention of Victoria, built famous shopping centres across the UK at Bluewater and Trinity Leeds, and their London portfolio includes stewardship of some of our most recognisable landmarks, including Piccadilly Lights. We’ve been partnering with them for five years.
Land Securities, as they were then, needed to move their brand and their company into a more contemporary space, without losing their heritage. We spoke to over 100 stakeholders and the senior management team to uniquely position the business – and get them to stand for something bigger than just a strapline or a set of values.
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 brings the brand into a new, contemporary space. Landsec is an evolution, not a revolution.
We curated a new font, Landsec Brown, which complements the logo. As well as a new tone of voice and comprehensive guidelines, we rolled out a training programme for over 30 brand ambassadors, ran an internal campaign, curated the internal launch event with associated merchandising, wayfinding and pushed out a media campaign.
Early results are hugely positive, from the high level of employee engagement and positive feedback (the merch went in 10 minutes), to media coverage in national and trade press including the FT, Times and Evening Standard.