Property design agency

Project Title
Repositioning and campaign creation
Client
Landsec
Category
Research, Strategy, Naming, Branding, Marketing Campaign

“TYC delivered high-quality work that significantly impacted our number of leads. Their efforts generated solid engagement and press coverage. The team was outstandingly involved and determined, and they were trustworthy and knowledgeable partners.”

Jo Smee
Marketing Director

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Question

Repositioning the offer

TYC were asked to redefine how Landsec are perceived within Retail & Hospitality as part of a move to break away from stereotypical perceptions of landlords and build a new voice and understanding of partner needs.

We were given some guidelines, it had to be: something to believe in and inspires us and our partners;a retail personality that can be realised in different and ownable ways; anda splash to gain eyeballs and raise awareness of Landsec within Retail.

The task spanned across repositioning their entire offer, creating a naming nomenclature and a national launch campaign.

Property campaign design agency

Landsec Phone Responsive Mobile Design Mock up

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Change

Campaign design

TYC began by chairing a series of roundtable discussions, internally and externally. Our aim was to understand how Landsec were perceived, how they communicated, and how we could align similarities. We extracted a theme around ‘Partnerships’, listening and understanding and providing tools to help brand partners achieve.

The repositioning looked to productise the Landsec offer into four products. For a potential customer, this makes the selection process of the most suitable location super easy and allows them to focus in on finding that perfect unit.

We then designed a campaign, the Story of Two Halves. This campaign gave a unique opportunity to narrate in a softer human way, seeing both perspectives – your success is our success. Aesthetically the campaign was designed to stand proud, yet compliment the Landsec parent brand. TYC selected a colour palette as far from a traditional retail brand as possible, strategically chosen to stand out across social channels.

The campaign followed a day in the life of four partners, sharing their journey without the corporate gloss. Was it a success? It increased engagement by 340% and smashed all KPIs. By veering away from corporate positioning, they succeeded in changing the entire category for good.