Over the last twelve months we have partnered with GPE, the undisputed winners of this year’s Property Awards (developer of the year and property company of the year) to deliver a new brand identity that can now be seen right across London’s West End and beyond.
GPE creates beautifully designed, sustainable new spaces for customers as well as delivering stakeholder value. To help drive business growth, it was time to build a new, flexible, dynamic, and customer-centric brand – worthy of the market leaders that they are.
The biggest challenge when revisiting the GPE brand was to ensure that we could bring all of their key audiences along as part of the journey. We wanted to show that they are extremely conscious of sustainability and social impact and that they are evolving and planning to meet tomorrow’s challenges and trends, whilst still being the collaborative and trusted partners that have earned them their unique reputation.
After an extensive immersion and consultation process alongside Property PR specialist Redwood Consulting, we were able to identify four strong pillars that set the company apart from their competitors, whilst also serving as a point of connectivity for their employees, partners and investors. These provided a foundation for all communication and messaging; ensuring GPE’s audience receive all future brand content in an appropriate and relevant tone.
To achieve this we built a flexible design system into their new brand solution and the guiding principle for this system is ‘proximity branding’, which allows us to take a flexible yet consistent approach to the way we then use our branding elements in different combinations and for different purposes.
The outcome was a fresh new brand identity that embodies GPE’s entire ecosystem, reflecting both the great people in their community and their superior property offering.
GPE’s new, forward-thinking identity has been developed with flexibility in mind. The geometric logotype and bold shapes embody confidence, paired with friendly typography and a warm colour palette. The outcome is fresh, smart, approachable and packed with personality.
The design language uses a circle device to reflect their 360° approach in everything they do, as well as GPE’s ‘eternal’ commitment of creating exceptional spaces and experiences in central London. The circular shape also nods to their sustainability commitments and focus on celebrating the circular economy.
We worked extra hard to ensure their new identity embodied GPE’s entire ecosystem, reflecting both the great people in their community and their superior property offering, and we then captured all of this within multiple film shoots on site of both their management teams and occupiers then we captured all of their buildings together in an amazing helicopter shoot.
We lastly added a new brand story of “Greater Together” that reflects their collaborative approach and that GPE offers both greater choice and a great occupier experience in the greatest city in the world.
“Thank you so much to you and the team, so much passion and energy in bringing this to life, very much greater together!”
– Anisha Patel, Head of Marketing