Since 1963 London and Quadrant (L&Q) had grown to become the UK’s largest Housing Association and developer of new build properties in London and the South East. Our mission was to develop a meaningful new brand to unify their various companies and people behind a bold new singular strategy.
In order to fully understand the current perception of the brand and its key promise of ‘creating places where people want to live’ we first undertook extensive research and community engagement programs. From there we established an improved set of brand values to create a new ‘L&Q’ identity which would be more fresh, modern and inclusive.
Our identity solution was best defined as a ‘modern urban stamp of quality’ and was intended help L&Q communicate more effectively with residents and attract a younger, more modern audience.
First stop was to get staff support for the new identity so introduced two characters of Elle and Cue to guide the delivery process and ensure we had their buy-in.
Our key messages were then used to influence everything from office fit outs to showroom suites and the Staff Conference at the QEII centre saw our animated characters come to life to help manage a series of fun and interactive brand related events.
The old brands were all replaced within weeks and all staff received a personalised handbook to recap all of the information from within the engagement campaign and to reinforce their role within the company's new 5 year plan.
of their staff felt excited about the future of the new L & Q as a result of the new rebrand and engagement campaign having taken place.
of efficiencies were estimated to have been achieved against internal spend within the first year of the new brand being delivered.
increase in resident satisfaction was registered in year one of the new brand being used to activate more effective communications.
“We face the future as one organisation, united behind one mission, united by a new brand.”