Lendlease were another of Houston’s founding clients, after having worked with Stu previously for many years. It represents $9billion globally, and over 4,000 staff. We’re proud to say our strategic thinking and creative output has played a vital role across all levels of the business.
At the core of this relationship is the transformation and roll out of the global brand. As a strategic project, we developed and defined the entire brand language, core drivers, beliefs and tone of voice. The relationship and breadth of strategic service again demonstrates Houston’s strategic capability and experience in an exciting and competitive global marketplace.
A rebrand after 20 years
Twenty years since Lendlease’s iconic blue canopy logo was introduced and nearing 65 years in operation, the time was ripe for Lendlease to unveil an exciting new chapter in the brand’s rich history. Our aim was to create a new brand strategy and identity that aligned with the evolved business offering. The target audience stretched from Lendlease employees, B2B and B2C.
To celebrate the diversity of the business, we created a multi-dimensional logo – ‘The Fold’, an organically changing form that represents the ever changing, agile business that is Lendlease. The Fold provides a unique identity that stretches from consumer to business, enterprise to government partnerships and local to international markets. Colour is an equally important element of the new identity. Having one corporate colour limited the ability to truly represent our diversity, so we broadened the colour palette, allowing a multitude of applications across all touch-points.
We are looking forward to a bright future, and now our brand has a modern design that’s ready to take us there.
Steve McCann
Lendlease Group CEO and Managing Director
