* * * * * *
* * * *
* * *
* * *
Home / About dba / Case studies
*
Land Securities Retail Advertisements
*
* *
Brand Identity * * * Interiors * * * Internal Communications * * * Design for Society
Packaging * * * Print * * * Product Design * * * Design Management * * * Point of Sale
Museums, Galleries & Visitor Attractions * * * Archive 2006
*
*
* *
Client
Land Securities

Design Consultancy
Designhouse
Lavinia Culverhouse
020 8439 9360
lavinia.culverhouse@designhouse.co.uk
www.designhouse.co.uk

The Challenge
Land Securities is the UK’s largest retail property company with a £7.6billion (Euro11.1billion) portfolio of more than 60 shopping centres and retail parks. In 2006 it had ambitious growth plans, with six new developments planned before 2010, expanding its retail footprint by more than 3million square feet. Attracting the right mix of retail partners would be critical to the success of these developments, but this is a highly competitive and cost-driven market.

The Brief
Designhouse were briefed to develop a design framework for Land Securities Retail which would position them as forward thinking, dynamic and the ‘retail property partner of choice’. Design materials were needed to communicate to current and potential retail partners that a business relationship with Land Securities Retail would be a partnership (rather than a traditional landlord/tenant relationship). Materials would have to work across web, advertising, conference backdrops and invitations and needed to capitalise on the new brand identity and strapline ‘retail experience’.
*
 
 
* * *
* * Silver winners
* *
*

T-Mobile Bill

All Bar One

Land Securities Retail Advertisements
*

* * *
* * Bronze winners
* *

Jersey Telecom MyMobile

Good Work
*

* *


The Design
Traditionally, communications from property companies rely on generic stock photography or computer generated imagery, both of which often lack individuality. Using a more personalised style of communication, Designhouse created the theme ‘Perfect Partners’, featuring retail partners describing the positive relationship with Land Securities Retail in their own words. Illustrations emphasise warmth, humanity and a quietly confident businesslike approach, while the combination of classic and contemporary typefaces (Baskerville and Bliss) echoes the Land Securities identity.

The Results
Launched in February 2007, this £26,970 (Euro 39,600) investment in design has already seen an increase in awareness of Land Securities Retail amongst retail decision makers. Spontaneous awareness of the brand rose 18 points to 74% during the February to April campaign period, while awareness of the strapline ‘retail experience’ doubled to 44%. In a market with little apparent differentiation, 40% of retailers polled agreed that ‘Land Securities offer a unique retail experience’. The Princesshay development in Exeter, featured in every communication, is now seeing strong take-up.

Silver
Print – Business to Business

 *
*
Contact Us * * * Join * * * Top * * * Back * * * Print
*
Design Business Association - 35-39 Old Street - London EC1V 9HX
T +44 (0)20 7251 9229 - F +44 (0)20 7251 9221
Terms and Conditions
*
Site designed and developed by Lloyd Northover
*
* * *
  Home
*
  About dba
*
  Our vision
*
  Directors & team
*
  Case studies
*
  Alumni
*
  News room
*
  Industry partners
*
  Membership
*
  Services
*
  Training
*
  Events
*
  Awards
*
  Directory
*
  DBA Experts Register
*
* * *
* *
* *
  Member Login
* *
  Username:
 
* *
  Password:
 
* *
 
*
* *
* *
* * *
* Back to Top
* * * * * *