The design solution is an evolution of the previous identity and represents growth, innovation, inspiration, collaboration and community. The word ‘Group’ was removed to make it more friendly and approachable.

The identity appears in 9 colourways to reflect the wide array of different character properties within their extensive portfolio.

Internal and external brand workshops and focus groups explored current brand perceptions and played a pivotal role in enabling us to establish the final design brief.

Extensive and detailed colour testing was carried out to ensure accuracy for both print and digital applications.

Colour-coded for head office and to identify different business centres.

Establishing the rules to ensure consistency of application.

The tone of voice, colour scheme and circular elements combine to create a distinctive visual identity.

Part of the process was to create and develop key messaging to help reinforce the elevated brand position.

A comprehensive guide to the company and what it has to offer SMEs. It features customer case studies, business advice, full details of all their products and services, plus an extensive listing of their property portfolio.

Over 100 business centres across London are currently being upgraded with new estate signage and banner advertising.

Everything from large hanging banners and metal tray entrance signs to building specific signs and generic site notices.

Brand awareness

Customer referral scheme